The Bahamas Telecommunications Company (BTC) brought together the vendors who facilitate top-up credit to its subscribers at the carrier’s first-ever Merchant Mixer.

The event, held at Fusion Superplex, enabled BTC to engage directly with its master distributor and merchant partners. Madeleine Williams, BTC’s director of business-to-consumer (B2C) sales and fulfillment, said: “The Merchant Mixer is a reflection of how much we value the people and partners behind our distribution network.

“Our merchants are more than just sales points – they are ambassadors of our brand and extensions of our customer experience. Hosting this mixer was about listening, sharing ideas and expressing our gratitude for their commitment. We want our partners to know they are supported, and to see BTC as a company that invests in collaboration, not just transactions.”

Paula Knowles, proprietor of You Max and a BTC partner for the past 20 years, said: “Being in the room with BTC executives and other merchants reminded me that we’re part of something bigger.

“It wasn’t just a social event; it was a chance to understand BTC’s direction and share ideas on how we can grow together. This kind of engagement builds real partnership, and it motivates us to keep pushing forward. We work hard for BTC, we make money for BTC, and the gratitude being shown is greatly appreciated.”

Millicent Woods, proprietor of K&L Crafts, said she finds the digital top-up arrangement that BTC presently has in place with its merchants very convenient. “It’s easy to feel like just another vendor in this industry, but BTC made us feel like true partners,” Ms Woods said.

“The mixer opened the door for collaboration and even new ideas to help us grow. I left feeling re-energised and more connected to the brand than ever before, and I like the fact they took the time to say thank you.”

Besides merchants, representatives from BTC’s master distributors were also in attendance. They connect with merchants – ranging from gas stations to convenience stores and mom-and-pop outlets – to offer BTC top-up.

Nikhil Shah, a BTC master distributor and the chief executive of Communications Solutions, said events such as the Merchant Mixer are important because they strengthen the alignment between BTC, its distributors and merchants.

“It’s encouraging to see BTC creating space for open dialogue and collaboration,” Shah said. “We’ve been partners with BTC since 2004, and we have a great relationship. When we all have a clear understanding of the goals and strategy, it makes it easier to deliver value to customers and grow the business together.”

BTC said it continues to expand its top-up distribution footprint. Last month, it partnered with CTI Cellular and Rokers Gas station to install top-up kiosks, offering customers a way to purchase BTC pre-paid credit with denominations ranging from just $1 to $100. The company’s sales team is also in the process of introducing an e-sim designed for tourists.