Blog

9th June, 2016

Today’s initiatives and tomorrow’s opportunities

What are the benefits of a single customer view? At our recent Ex Files event at BT Tower, Meriel Neighbour, head of programme management at Hobbs, outlined the steps the retailer has taken towards getting a better understanding of its customers.

Overall, the whole project has seen international grow to 8% of total, while mobile/tablet now accounts for 66% of web sales. At the same time, Hobbs has been able to cut the number of sales days with full price sales growing by 14% compared to the previous year.

These steps were part of an initiative to achieve five key objectives: These steps were part of the strategic plan for Hobbs and the objective of:

Providing a compelling customer experience

There were a number of different strands to achieving all of this, including a POS replacement project, an ambition to roll out tablets to all stores and enabling mobile payments in the top 25 locations. But a key part of the activity was a single customer view (SCV) initiative which aimed to bring together all customer info across all channels.

As well as bringing together this central CRM database, the SCV project also brought clienteling to the stores. This meant that sales associates could capture preferences for every customer – and have transactional information across all channels at their fingertips. Hobbs’ loyalty scheme was also enhanced to make it more personal to each customer and there was a major data cleanse operation.

There was also a review of internal processes, such as email campaigns. The SCV means that Hobbs no longer communicates with every customer in the same way, as it did in the past.

Taken together, the SCV has directly contributed to a reduction in CR< running costs, a 3% increase in store revenue and a 5% improvement in attrition rates.

Overall, the whole project has seen international grow to 8% of total, while mobile/tablet now accounts for 66% of web sales. At the same time, Hobbs has been able to cut the number of sales days with full price sales growing by 14% compared to the previous year.

But the new customer-focused system has opened up other opportunities and Meriel already has one eye on the future.

So there are plans to dig deeper into customer preferences, with an in-store customer service experience review about to start.  Meriel is also looking at more ways to capture preferences from both web and store. An exciting new addition is taking SCV to their store roll-out in the USA, starting in October this year.

And the key learnings out of all of this? Meriel felt it was important to understand the impact of any proposed changes. And it’s vital to state the project objectives clearly at the start, to own your own data and to get the experts on board.

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