Chapter 14- Marketing Channels and Retailing

Retail Stores

Digicel recognizes its retail stores as the customer’s first point of contact and as such has designed Mega Stores to exemplify the company’s forward-looking approach to business; allowing customers to experience firsthand all the functions, fun and benefits of owning a mobile phone, in a fun and interactive way.

The Digicel Mega stores or Flagship stores are located in the prime shopping areas of the major towns of Castries, Gros-Islet, Vieux Fort and Soufriere. 

These flagship stores retail exclusively, Digicel’s product and services  represent mobile technology of the future.  Digicel prides itself in being the first to offer such an innovative customer experience to wireless users in the St. Lucia and the Caribbean.  The store is an all new retail experience for lovers of the latest games, gadgets and mobile devices – everything is live and waiting to be tried out by visitors to the store. The new design concept creates an environment that is exciting and extremely customer-friendly, allowing for an effortless and fun visit for Digicel customers.

The Digicel Mega Stores features in-store kiosks, allowing customers to experience Digicel’s world-class customer care while efficiently maintaining their Digicel accounts.

Digicel also has partnership with Dealer principals who currently manage other retail outlets. Digicel maintains the responsibility of look and feel of all retail outlets, similar to a franchise arrangement.
 

Online Marketing

Digicel seeks to take advantage of online opportunities through its website and Facebook page, to market and sell its products and adapt its marketing efforts to embrace a new breed of web-savvy customers.

The services of online top up for prepaid customers and online bill payment for postpaid customers allows a more convenient way for its customers to access services.