The Cave Shepherd Credit Card: forging synergies between a parent brand and brand extension for mutual growth with Generations Y and Z

Since then, however, the global pandemic had changed the landscape: customer spending, the retail environment and the once vibrant tourism market in Barbados had all been negatively affected. Despite these changes, Joanne was certain that there were new opportunities on which the card services company could capitalise. Cave Shepherd Card Services was a subsidiary of Cave Shepherd & Co. Limited, a business conglomerate with a rich history of retailing quality products and brands from its flagship department store on the island’s most prestigious commercial street. Cave Shepherd’s rich history included a premier departmental store on the Caribbean island of Barbados, a middle-income developing country of approximately 285,000 inhabitants. The commitment of Cave Shepherd to the historic city of Bridgetown and to Barbadian retail has been demonstrated by the pursuit of expansion in the face of troubling developments in both of its major segments.