Learn from your customers

Linking customer experience with profitability (MW 3 November) demands “bigger picture” thinking because when you talk to customers about what really matters to them you tend to get responses surrounding price and offers.

However, this research can highlight true opportunities. One of the nuggets uncovered by our customer insight programme was that we should extend the cut-off time for next day delivery orders.

Investments such as this have proved to be truly profitable as opposed to “nice to haves”. Prioritising customers’ needs backed by a determination to ensure we deliver on them has helped us achieve six years of consecutive growth in a tough sector.

Stuart Wilson
Head of marketing, Ironmongery Direct


Web comment

Webops Temp

Mark Ritson sparked debate by questioning the value of brand reputation management when some companies, such as BP and Goldman Sachs, escape unscathed despite huge foul-ups. Read his column at www.mwlinks.co.uk/ ReputationRitson and comment extracts below. Big brands will rise again Banks and oil businesses tend to make massive money regardless of “blips” like this. […]


Wi-Fi access makes stores interactive

Webops Temp

Providing customers with web access in-store is a bold attempt by John Lewis (MW 27 October) to enable a truly crosschannel marketing approach that combines today’s interactive power channels – email, mobile, social, web and display – with the traditional bricks and mortar experience. Incorporating Wi-Fi into the retail experience makes shopping interactive and digital. […]

Trust is key to companies’ internal communications

Webops Temp

It’s encouraging to see these examples of companies that not only understand, but are acting on the link between engaged colleagues and improved business performance (Cover story, MW November 10). The real value of social media tools lies in their ability to flatten the traditional communications hierarchies. However, as Christy Stewart-Smith says, ’trust’ is the […]


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