Cellular service provider Digicel is upgrading its dealer stores island wide, to create what the company says is an efficient, and more technology-driven service for its customers.

Lana Forbes (centre), dealer channel manager of Digicel, speaks with Sophia Stransky (left), Digicel's sales and distribution manager in Haiti and Michelle Williams (right), Digicel's dealer operations manager. Stransky was in the island to hold discussions with personnel at Digicel Jamaica. Earlier this year, Digicel expanded its operations into Haiti.

Digicel, in announcing the investment did not say how much it would be spending on the up-grade, or what percentage of the cost would be shared by its business partners who operate the individual dealerships.

As part of the programme, computers and software have been installed in over 200 stores across Jamaica, four stores have been refurbished, while re-modeling is now talking place at eight stores and seven kiosks - to be completed by yearend.

"Our objective is to give the stores a facelift before we begin our Christmas promotions in November," says Lana Forbes, Digicel dealer channel manager. "There will be new signage and new display units in some stores. We expect to paint and do minor repairs to the stores which are not being completely refurbished."

Digicel has 217 dealerships in Jamaica in which the cell service provider has been setting up intranet access - giving all of them access to the same intranet provided to its in-house customer care department.
Stores in Tropical Plaza, Kingston, and Union Street, Montego Bay are the first ones to be totally refurbished, creating what the telephone firm calls 'experience stores'.

According to Petagaye Morgan, Digicel's retail manager the 'experience stores' are outfitted with big screens and interactive technology which provide information on state-of-the art handsets, telephone accessories, as well as current promotions.

Other outlets that have been renovated include Main Street in Ocho Rios, and the LOJ Shopping Centre in Spanish Town. Others currently undergoing refurbishing are Manor Park, Cross Roads, and Norman Manley airport in Kingston; and Savanna-la-mar in Westmoreland.

Digicel is also setting up kiosks in heavily used shopping areas including MegaMart, Bashco and SuperPlus Food Stores, aimed the company says, to provide customers with greater convenience in accessing mobile phone products and accessories.

Michelle Williams, Digicel's dealer operations manager says that setting up the intranet, or 'point of sale system' (POS) is enhancing the efficiency of service delivery.

"This intranet has certainly improved the response time and the nature of the response to customers," she says. "Dealer staff are able to look up any information which the customers require. Previously, they would have had to call the customer care department to get this kind of information."

The first phase of the POS programme was installed in all stores during February. However, a web-based upgrade is now being added to the system, which Williams says will provide increased functionality.

"Both the dealers and Digicel will be able to track inventory and sales by each outlet, by sales representatives, by manufacturers and by the model of the products," she explains.
This system is expected to facilitate more targeted marketing by Digicel and its dealers.

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