CASE STUDY
ROGERS VIDEO BRAND EVOLUTION, cont’…
A number of factors were at play at the time including:
- Rapid evolution of home entertainment and the need to adapt to new market trends in its retail outlets, including the closing of several Rogers Video stores and the introduction of mobile phones into the retail mix at selected stores
- Evolution to a customer experience approach for the retail employee
- Acquisition of Fido brand and the need to integrate this dynamic brand into the Rogers family of businesses while maintaining the brand with Fido employees and the marketplace
- Introduction of the new Rogers Plus brand to replace the old Rogers Video Brand