Cable & Wireless Communications faced challenges in creating consistency across its diverse markets and outdated retail experiences under its various brands like BTC and FLOW. Through an ideation process and research, it developed a transformed retail experience with digital and experiential elements reflecting the Caribbean. This brought a first-world experience to customers by showing how products and services enhance life. Digital tools help showcase the brand, assist customers, and improve processes like queuing and bill payment. The new approach has led to improved performance including positive brand perception, increased satisfaction, sales and market share as well as a higher net promoter score.

1. How to increase
revenue and
loyalty through
brand
transformation
The FLOW Story – May 17, 2016

2. Will Gibson
Vice President -
Retail at Cable
& Wireless
Communications
The FLOW Story – May 17, 2016 Cable & Wireless Communications is a
full service telecoms provider
Three banners: BTC,
Cable&WirelessPanama, FLOW
6 million+ customers in 16 countries
throughout the Caribbean and Latin
America

3. Challenges
The FLOW Story – May 17, 2016
• Diverse geography
• Governance
• Lack of consistency
• Introducing the FLOW brand to different
markets
• Outdated retail experience

4. Objectives
The FLOW Story – May 17, 2016 Bring a first-world, cutting-edge retail
experience to the Caribbean
Create a retail experience that
educates customers on how products
and services can enhance their life
Ensure these ambitions reflect the
region’s economic and demographic
realities

5. How did you achieve these
goals?
The FLOW Story – May 17, 2016
• Ideation
• Multiple design iterations
• Series of research
• Digital and experiential
• Caribbean look and feel
• Prototyping – Miami retail lab

6. The new FLOW
brand
The FLOW Story – May 17, 2016
Transformed retail
experience
Interact with full range of
devices
Shows how we’re different

7. The role of digital
The FLOW Story – May 17, 2016
• Replaces brochures, flyers and posters
• Showcases brand in an immersive way
• Assists customer retail journey
• Increases customer interaction with
brand
• Immerses customer in retail environment
• Brings store experience together

8. How is digital
being
leveraged?
The FLOW Story – May 17, 2016 Queuing station triages customers to
the correct store area – reducing wait
times and anxiety levels
Queue menus move from screen to
screen – encouraging customers to
move around the store
Bill payment kiosks speed up service
Charge-up stations – free service for
visitors

9. Store performance
The FLOW Story – May 17, 2016
• Positive brand perception
• Improved business functions and
customer service
• Increased to positive Net Promoter Score
+20 in Dominica
• Gained market share
• Increased customer satisfaction and sales

10. Advice on brand
transformations
The FLOW Story – May 17, 2016 A retail brand transformation will touch
every aspect of the business
It needs to be everyone’s project –
engage every department
Don’t be a “me too” – don’t just settle
for the same, think beyond
Set your bar high and be different
Stand out from the crowd to get
attention

11. Question Period
1.800.747.5150
Access:
5697142
The FLOW Story – May 17, 2016