Creating a more personalised customer experience

The handbag and accessories brand Radley realised that their sales approach had become ‘discount-based’ resulting in sustainable turnover but lower than desired profitability. They also needed to improve customer loyalty, and attract new customers, driven by a high-quality, personal service.

A blended solution to drive customer connections

We created a Store Manager’s toolkit with advice, guidance and detailed staff training guides to drive customer connections through engagement and inspiration and a more personal service experience.

The toolkit 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 workshop was supported by further face-to-face sessions with key sales staff to drive a quick-win as the Christmas period approached.

The physical toolkit was supported by a simple digital platform that hosted video and other online content as well as the ‘Radley Radar’ which was used to track the use of the toolkit and outcomes.

Delivering profitability

Christmas trading proved tough due to reduced foot fall but the expected sales revenue was protected through higher conversion and average basket spend (ABS) which delivered the desired profitability.