How might we re-organise customer experience, stores + digital, to bring our brand to life vs online?

“Our organisation isn’t designed for the customer experience we need to deliver. How can we clarify our strategy, prioritise our roadmaps, create motivating roles and objectives, How might we re-organise our teams and projects?”

Rich headed a team of 80 customer experience, innovation, service and digital design colleagues for a year, during a major business re-organisation and brand refresh, across the Covid pandemic.

We introduced new common customer experience principles across digital, store design and colleague service delivery.

Working across business functions, we pinpointed pain point improvement areas, and narrowed disparate experience initiatives into fewer, more memorable customer propositions.

Rich led the design of new store format concepts, to create more flagship ‘day out’ experience inspiration, and bring the brand closer to more customers with new digital services and local ‘edit’ stores.

We re-defined roles and responsibilities to make it easier for teams to collaborate across digital and physical store environments, rather than operating as separate channels.

omnichannel retail

new proposition design

customer experience strategy