By Matt Pillar, Integrated Solutions For Retailers magazine
In the highly competitive consumer communications business, differentiation is the key to success. With the leading providers offering plan rates that are separated by pennies and coverage areas that differ by nuance, wireless retailers in particular must go to great lengths to create customer experiences that create loyalty and repeat sales.
It was this reality that prompted the leading communications provider in Saskatchewan to begin overhauling its 11 stores. "Some of them hadn't seen any major updates in 20 years," says marketing manager Joel Ganong. "We had no customerfacing technology, but we knew we needed it. This was more than an aesthetic upgrade — we intended to reinvent our store experience with the goal of driving revenue and profit," he says.