What CBS Bahamas Teaches Us About Rebuilding Trust in a Competitive Retail Market

Featuring insights from Brent Burrows II, VP of Retail and Sales
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CBS Bahamas is one of the country’s most established home improvement retailers, serving homeowners, contractors and large-scale projects across the country. In recent years, the company has been working through a familiar challenge for long-standing brands. Many customers assumed CBS was more expensive and more suited for DIY shoppers than contractors. The perception lingered, even though it was not accurate.

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Rather than reinventing the brand, CBS has focused on resetting the story and showing customers what the company already does well. That shift has come from practical, day-to-day actions rather than large promotional campaigns.

“People felt our pricing was not competitive,” Burrows explains. “We have been working hard to fix that perception and prove we can match or beat anything out there.”

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Here are the practical takeaways from how CBS is reshaping its brand story.

1. Change the perception by showing up early

CBS has taken a proactive and educational approach to correcting its pricing perception. Instead of waiting for customers to compare options, the team reaches out first. They ask about upcoming projects, offer quotes and reinforce the price match guarantee.

It is a simple and practical shift that reduces uncertainty.

“Give us a chance to show you,” Burrows says. “Once customers see we are serious, the next interaction is easier.”

In a market where shoppers are cost-conscious and quick to compare, being clear and transparent becomes a competitive advantage.

2. Access beats automation

One theme came up throughout our conversation with Burrows. Customers can always reach someone who can help.

From knowledgeable floor staff to managers and product specialists, the retail experience is intentionally human. Questions get answered. Emails get returned within minutes. Customers are not left without a path forward.

“A customer can walk in and get a real answer from someone who knows what they are talking about,” Burrows says.

This level of access cannot be manufactured by marketing. It shows up in-store, online and in every touchpoint. It is also becoming less common, which is why it stands out.

3. Know when to bring in expertise

CBS is realistic about where it excels and where it needs support. Digital tools, paid ads and e-commerce evolve quickly, and the team knows it is not efficient to learn everything from scratch.

“Things change fast. You cannot be good at everything,” Burrows notes. “Sometimes it is better to ask for help than spend hours figuring it out and still not get the return.”

For many local teams, this shift matters. Outsourcing is not a weakness. It is a strategic choice that protects performance and capacity.

4. Protect the brand promise, even when it costs revenue

One of CBS’s strongest decisions came from an honest evaluation of its installation services for project-sale products. Although the service generated revenue, the experience did not match the quality customers enjoyed in store or online.

The inconsistency created frustration and weakened trust.

So the company made the call to stop offering it.

“It did not reflect the brand we are proud of,” Burrows says.

It is a decision many companies hesitate to make, but removing a service that consistently disappoints can strengthen the brand far more than keeping it for short-term revenue.

The bottom line

CBS comes back to one guiding question whenever the team makes a decision:

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Will this strengthen the experience our customers expect, both today and in the long term?

Everything else flows from that. The work to correct the pricing narrative, the commitment to fast and human support, the choice to bring in outside expertise and the decision to discontinue installation services all tie back to the same principle. Growth is not only about adding. It is about protecting what matters most.

For Bahamian teams navigating shifting customer expectations, CBS offers a practical example of how to stay competitive without losing the culture and values that make the brand strong.

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From the ONWRD Team

Brent’s insight on "Knowing when to bring in expertise" is a challenge we see every day. Many leaders feel they need to master every new digital tool personally, often at the cost of their time and strategy.

As Brent noted, "Things change fast." Whether it is navigating the latest Google Ads changes or refining a brand narrative, you don't have to do it alone.

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Is your internal team stretched thin? Contact us to explore how ONWRD can support your team and fill the gap.