The customer is now, in theory at least, at the centre of every 21st century retail business. But often the practice lags behind the theory. In this latest IRUK Top500 The Customer report, we look at what customer-centricity means, day-to-day, for leading retailers in this Dimension. We ask how these, and other, retailers can go about understanding their customers, the way in which they buy, and the way they’d like to buy.
In our strategic overview, we set the context for how Top500 retailers are working to get to know the shoppers who buy from them, as well as deliver the kind of service that they want to receive.
Our interview is with Sara Prowse, chief executive of Hotter, whose focus is on giving customers a comfortable experience. Hotter’s aim is that, like its shoes, the experience should be without pain points or friction. Our case studies continue by focusing on how Top50 retailers in this Dimension, from Sainsbury’s and Halfords through to Debenhams and Asos, understand their customers, the kind of service they want, and how they should go about delivering that.
The 12 approaches to the customer feature takes a practical yet strategic look at how businesses are delivering on the metrics that RetailX researchers consider important in this area. Their analysis is outlined in more detail in both Martin Shaw’s analysing the numbers feature, and his new research feature.
You’ll find the list of the Top100 retailers that stand out in this area in this Dimension report, as well as our overall Top500. Some retailers originally listed in the Top500 have gone into administration during the course of this year, so we’ve updated details in this report accordingly.
We hope you find this Dimension report useful and we look forward to hearing your feedback on this approach, as well as on any ideas that you have for our future explorations of this subject.