NASSAU, BAHAMAS — 700 Wines & Spirits, The Bahamas’ leading liquor retail chain, is doubling down on its commitment to customer satisfaction through the rollout of a dynamic new training program for in-store customer service representatives. The initiative aims to enhance every aspect of the shopper’s experience, from informed product recommendations to elevated service delivery.
This training is the latest in a series of customer-focused initiatives by the retailer, which also includes revamped store aesthetics, expanded loyalty programs, and more interactive in-store promotions. But at the heart of it all is a renewed focus on people—specifically, the front-line team members who engage with customers every day.
“As we work to enhance store aesthetics, customer loyalty programs, and interactive promotions in the retail space, we also recognize the importance of elevating how our teams present themselves—from their product knowledge and customer service skills to the strength of their personal brand,” said Arame Ford, Sales Training and Capabilities Manager at Commonwealth Brewery Limited.
The comprehensive training curriculum blends foundational product knowledge—such as wine grape varietals and their ideal food pairings—with practical customer service techniques. Associates learn how to engage meaningfully, listen effectively, and communicate with clarity and confidence.
“Our focus extends beyond product knowledge, though our teams must understand what they’re selling and how it complements any occasion,” Ford continued. “It’s also vitally important that we deliver exceptional customer service, including meaningful engagement, identifying customer needs, effective listening, and mastering both verbal and non-verbal communication.”
The initiative underscores 700 Wines & Spirits’ aspirations to set a new standard for retail excellence in the region. “At 700 Wines & Spirits, we are committed to becoming a best-in-class brand for customer satisfaction,” added Ford. “These trainings help us to accomplish just this.”
“Customer experience is the top priority,” said Carlos Sands, Senior Retail Manager at 700 Wines & Spirits. “We are aggressively working to improve our facilities, expand our product assortment, but most of all, enhance our customer service. Having a team with extended knowledge of the products we sell significantly enhances the level of service we deliver to every customer who walks through our doors.”
Sands noted early signs of progress as training becomes central to operations. “I have seen a steady positive pivot in the majority of our team members and retail leaders,” he said. “Managers are reporting increasing levels of team interaction with customers. While we’re still early in this journey, the feedback from customers so far has been positive.”
Team members themselves are also feeling the positive impact. “The wine training program was highly informative and well-organized,” said Diandre Jones, a 700 Wines & Spirits team member and training participant. “One of the most valuable parts was learning how to guide customers based on flavor profiles and food pairings, which provided practical tools I can immediately apply on the floor.”
“Since completing the training, I feel much more confident recommending wines based on customer preferences and special occasions,” Jones continued. “I also now have the vocabulary and background knowledge needed to assist customers with more complex wine inquiries.”
The company plans to ensure the program remains relevant by continuously evolving the content and encouraging real-time feedback through digital customer experience drop boxes installed in stores.
“Our approach includes training, evaluating, and retaining,” said Ford. “This ensures we stay aligned with customer expectations in a dynamic retail environment.”
As 700 Wines & Spirits continues to lead in the beverage retail industry, this training program represents a critical step in strengthening its brand promise: consistent, exceptional service in every store, every day.
