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Driving sales growth and market share with a customer centric approach

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dunnhumby's Global CCI study looks at key strategies of the world's most customer-centric retailers. To learn more about the study, download our report: http://www.dunnhumby.com/driving-growth-through-customer-centricity-winning-strategies-worlds-top-ranked-retailers

Published in: Retail
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Driving sales growth and market share with a customer centric approach

  1. 1. Driving sales growth and market share with a customer centric approach Live webinar
  2. 2. 2 © dunnhumby 2017 JULIAN HIGHLEY Commercial Product Director Customer Knowledge dunnhumby @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 FISCHLI Chief 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.
  3. 3. 3 © dunnhumby 2017 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 customer experience* “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)
  4. 4. 4 © dunnhumby 2017 What are low scoring retailers missing out on?
  5. 5. 5 © dunnhumby 2017 What is the CCI? 126,000 60 399 126,000 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 2 CCI: likelihood repurchase and recommend a retailer and the financial impact on market share and banner sales 7 Establishes 7 key pillars that are important for customers
  6. 6. 6 © dunnhumby 2017 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
  7. 7. 7 © dunnhumby 2017 What’s driving customer centricity?
  8. 8. 8 © dunnhumby 2017
  9. 9. Examples of where some high performers excelled -CCIImpact+CCIImpact Communications Range and Service Promotions Price Affinity Rewards Ease Aldi (Germany) Biocoop (France) Waitrose (UK) Grand Frais (France)
  10. 10. 10 © dunnhumby 2017 What matters most to customers?
  11. 11. 11 © dunnhumby 2017 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
  12. 12. 12 © dunnhumby 2017 Marc Fischli: A global retail perspective MARC FISCHLI Chief Client Officer dunnhumby @fischlimarc
  13. 13. Thank You

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