Creating a more personalised customer experience
Radley are a well renowned handbag and accessories brand with a loyal customer base. However, the business identified that their sales approach had become ‘sales and discount based’ resulting in sustainable turnover but lower than desired profitability. Furthermore, they were losing customer loyalty as older customers migrated to other brands and newer customers were not receiving an experience driven by a high quality, personal service.
Radley turned to us to create a Store Manager’s toolkit with advice, guidance and detailed staff training guides to drive customer connection and a more personal service experience.
A blended solution to drive customer connection
We observed the three different delivery environments and involved Store Managers in creating a support toolkit to drive a more personal experience through three key steps: customer engagement, connection and inspiration.
This was delivered to all store managers over a two-day practical workshop where they engaged with the learning materials and agreed how to implement it effectively.
The toolkit was supported by a small number of face to face sessions with key sales staff to drive a quick-win as the Christmas period approached.
Radley had no LMS or digital resources, so we further supported them by designing and developing a simple digital platform to host video and other digital content and to track delivery of toolkit sessions.
The bespoke digital platform, Radley Radar, tracked use of the toolkit and outcomes.
Christmas trading proved tough due to reduced footfall but the expected sales revenue was protected through higher conversion and average basket spend (ABS) which delivered the desired profitability.