Download - Driving sales growth and market share with a customer centric approach

Driving sales growth and market share with a customer centric approach

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JULIAN HIGHLEYCommercial Product Director Customer Knowledgedunnhumby@Julian_Highley

Julian is responsible for dunnhumby’s 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 dunnhumby@fischlimarc

Marc is responsible for dunnhumby’s 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 Tesco’s Operating Model and its deployment to China, Japan and the US. He has led two of Diageo’s country business units (France and Poland), and managed Diageo’s 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 million

additional 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?

126,000 60 399126,000 individual customer

assessments from 13

countries across the

world

Customers also asked to score

retailers they shop on 60 key

attributes about in-store experience, price, promotions

and customer service

Scores for 399 of the worlds

leading grocery retailers

2CCI: 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

Affinity Range & Service Promotions Price Comms Ease Rewards

Emotional connection, customers care for the retailer and

feel it reflects

their values

Sells variety of products I like, easy

to navigate and

enjoyable to shop

Appealing, relevant and

easy-to-understand

offers

Offers good value,

prices are right for

me, better relative to

the competition

Comm-unicates

effectively, offers help

and inspiration, listens to feedback

Makes shopping easy and fixes any

problems I encounter

Rewards for

shopping regularly,

loyalty rewarded how I like

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What’s driving customer centricity?

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Examples of where some high performers excelled- C

CI I

mpa

ct+

CC

I Im

pact

CommunicationsRange and

Service Promotions Price Affinity Rewards Ease

Aldi (Germany) Biocoop (France) Waitrose (UK) Grand Frais (France)


What to focus on to improve your customer centricity

Don’t 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


Marc Fischli: A global retail perspective

MARC FISCHLIChief Client Officer dunnhumby@fischlimarc

Thank You