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RETAILCRAFT RECAP Part 2: “Glass-box brands” – and Kingfisher PLC

In our latest podcast episode, Ian Jindal and Jamie Merrick dived behind the scenes at Kingfisher PLC with special guest, Sienne Veit – the company’s group digital product and platform director.

We looked closely at the idea of the ‘product’ and the power it has to bring genuine joy, education and meaning to the consumer. Along the way we also explored linguistically-driven strategy, 3D kitchens, data science and engineering…

Digital Editor, Scarlette Isaac, notes the best bits below.

Listen to the full episode on Apple Music and Spotify or download a full transcript of the conversation here.

Tell us about what you do?

“I’m a product person. I help businesses – primarily retailers, create things that people can use that are easy to use and primarily digital things, either for customers or for colleagues.

“What really fired me up was the constraint of mobile – what’s important is that it’s easy to use and not frustrating and ultimately, delightful. Products help us to create continuing sources of value and continuing source of engagement and delight for the customers who are invested in them.”

On the importance of bricks and mortar in the DIY sector

“DIY as a vertical is less mature and less developed and has always been quite physical. The product sets require that you are able to see, touch and feel to a much higher degree than many other products.

“The store is a key source of information, reassurance, trust, and inspiration as well.”

How did the pandemic affect the business?

“We acquired new customers, obtaining new skills during lockdown – younger and newer DIYers. And you can see the growing confidence of the customers being able to make the right choice – being able to visualise what a kitchen might look like in 3D, for instance.

What’s next on your radar?

“I think it’s got to be data science, data engineering, and just the awesome experiments that we can run using those capabilities.

“That’s one of the joys of working in a company such as Kingfisher – there is an absolute commitment to growth and to grow through technology and service of customers.”

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