The retail market is under pressure and is in a constant state of flux. Customer needs are changing increasingly faster. A large Dutch retail party has asked itself who its (future) customers are. It wants to know how it can better serve its current target group and attract a new target group.
Based on qualitative and quantitative customer data, we drafted a customer journey in order to identify initiatives for improvements.
Based on this analysis, a transition trajectory was set up with a corresponding programme structure. Within this programme, a customer-oriented way of working has been introduced so as to achieve the intended effect on the customer. To this end, tools such as customer journeys, the creation of personas, clear customer segmentation, design thinking and matching KPIs were introduced.
The most important result was a product portfolio that really adds value for the customer.
By basing the analyses on relevant quantitative and qualitative customer data, the familiar pitfall of drawing conclusions based on a gut feeling or instinct was avoided. Moreover, by establishing the relevant KPIs, such as NPS, the number of unique customers who buy and traffic, the effect of the initiatives could be effectively monitored and the project portfolio could be further fine-tuned.