Retail focus for Showtime - massive expansion planned

An initial investment of over $3million will be made this year which the network estimates will help double its sales to customers in 7 major markets.

Current expansion plans include 14 new showrooms in Saudi Arabia by the end of the year, 4 in UAE, one in Bahrain, 2 in Kuwait, and 4 in Egypt. According to Vida Rizq, PR and Customer Marketing Manager, Showtime's retail plans focus on increasing customer interaction and improving retail services. "Showtime has more retail outlets than any other network in the region; we have increased our retail presence six-fold in four years and the feedback we get is very positive" she explained.

The expanded retail franchise allows Showtime to enhance its quality of service to existing subscribers as well as develop a better understanding of its potential audience which in turn will greatly enhance both acquisition and retention of customers. According to Rizq, "By increasingly centralizing control of our customer interactions, we are better able to deliver the quality and consistency of service. Our retail outlets provide a great opportunity for existing and new customers to learn more about Showtime by having things explained properly by our experienced and trained staff and by experiencing the service and new developments first hand. And all that within the context of the Showtime experience which is now in high traffic city centre locations."

Audiences in the Middle East enjoy face to face interaction and extensive research over the years has allowed us to tailor our services based on customer needs. "We know that our subscribers enjoy the personalised service they get in our showrooms and they enjoy being able to ask questions and try the product for themselves." says Rizq.

Hand in glove with the expansion programme will be extensive and ongoing training. Showtime has adapted its recruitment strategy in certain areas and has recently recruited fifteen new customer service representatives who underwent a rigorous selection process and will be trained to very high standards of customer interaction and care.

The business case for Showtime continues to look bright with greater service emphasis on offer and a growing bouquet of channels. Recent high profile appointments will add to the company's successful commercial track record including the recruitment of David Black, formerly of Cable & Wireless and Npower in the UK, as Vice President of Sales.