Driving sales growth and market share with a customer centric approach
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Driving sales growth and market share with a customer centric approachLive webinar
JULIAN HIGHLEYCommercial Product Director Customer [email protected]_Highley
Julian is responsible for dunnhumbys Customer Knowledge and Category Management analytics products. He joined dunnhumby in 2008, setting the strategy for identifying global trends and leading many retail-focused studies, including our Global CCI. Prior to this Julian worked at SAP, specialising customer analytics for retail, CPG and banking. His background in marketing sciences and customer behaviour started at IRI, developing bespoke statistical models for CPG brands.Julian holds a degree in Economics from the University of Bath.
MARC FISCHLIChief Client Officer [email protected]
Marc is responsible for dunnhumbys retail consulting business across all regions. He joined dunnhumby in 2007 to work in international expansion and new business development. Prior to this, Marc worked on the development of Tescos Operating Model and its deployment to China, Japan and the US. He has led two of Diageos country business units (France and Poland), and managed Diageos Asian strategy team, as well as working as a consultant for Marakon Associates. He obtained an MBA from the London Business School in 1997.
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Why is Customer Centricity important?*Retailers Need A New Approach To Unlock The Value Of Being Truly Customer-Centric, Forrester, 2016
3% rise in sales
7% growth in market share$572 millionadditional revenue available by improving the customerexperience*Retailers have approached customer centricity tactically, while other industries have fully committed to the customer, transforming their organisational strategy to become customer-obsessed, (Forrester 2016)
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What are low scoring retailers missing out on?
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What is the CCI?
126,00060
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126,000 individual customer assessments from 13 countries across the worldCustomers also asked to score retailers they shop on 60 key attributes about in-store experience, price, promotions and customer serviceScores for 399 of the worlds leading grocery retailers2CCI: likelihood repurchase and recommend a retailer and the financial impact on market share and banner sales 7Establishes 7 key pillars that are important for customers
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7 key pillars identified
AffinityRange & ServicePromotionsPriceCommsEaseRewardsEmotional connection, customers care for the retailer and feel it reflects their valuesSells variety of products I like, easy to navigate and enjoyable to shopAppealing, relevant and easy-to-understand offersOffers good value, prices are right for me, better relative to the competitionComm-unicates effectively, offers help and inspiration, listens to feedback Makes shopping easy and fixes any problems I encounterRewards for shopping regularly, loyalty rewarded how I like
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Whats driving customer centricity?
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Examples of where some high performers excelled- CCI Impact+ CCI Impact
What matters most to customers?
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What to focus on to improve your customer centricityDont try and win at everything!
Understand your performance vs. key competitors
Determine what matters most to your customers
Focus on your core competencies
Ensure you are getting the fundamentals right
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Marc Fischli: A global retail perspective
MARC FISCHLIChief Client Officer [email protected]
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Thank You
