driving sales growth and market share with a customer centric approach
TRANSCRIPT
Driving sales growth and market share with a customer centric approach
Live webinar
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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)
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What matters most to customers?
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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
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Marc Fischli: A global retail perspective
MARC FISCHLIChief Client Officer dunnhumby@fischlimarc
Thank You