Challenge

Boost Mobile, a business unit of Sprint, had the wind at its back after launching a new "no-contract" mobile phone plan. While customers enthusiastically sought out the new "$50 means $50" plan, Boost's independent retailers were reluctant to promote Boost over competitors.

Our challenge was to help Boost build a sustainable relationship with its independent retailers. To capture mindshare, we needed to transcend financial incentives, plus create a compelling and differentiated customer experience, ultimately leading to greater revenues and retailer/customer loyalty.

Solution

Working with insight we gleaned through in-depth retailer interviews and customer shopping intercepts, Sequel identified opportunities to develop a stronger business partnership with the independent retailers. From there we developed a distinctive strategic platform, "Boost Means Business," that inspired a Boost promise (Retailer Charter) and communicated the full suite of value-added offerings designed to help retailers make more money by selling Boost.

We then developed a go-forward communications plan, various off- and online marketing tactics, recommendations for improving the in-store experience, as well as other vehicles to support the success of the retailers. By utilizing web 2.0 technologies, social media tactics and incentive-driven campaigns, Sequel is helping Boost develop business tools, shared-insight strategies and support tactics that drive retailer preference and strengthen Boost's position in the marketplace.

Results

By positioning Boost as a committed business partner rather than simply a service provider, the relationship between Boost and its independent retailers has been reframed to emphasize the company's commitment to the retailer's success.

Currently being rolled out to the retailer community, the "Boost Means Business" platform has found momentum with the internal salesforce and operations team and will continue to gain traction through a national rollout plan that will be ongoing throughout 2010.