Eighteen months ago, our websites and stores largely operated as two independent channels, with only our Reserve and Collect (R&C) service linking web sales and our stores.
To understand the customer journey better and what changes we could make to improve our online customer experience, our dedicated Consumer Insight Team conducted thorough research including:
- Competitor benchmarking.
- Customer focus groups: comprising 10 projects, 4-6 groups and 6-8 respondents.
- Customer journey/experience online and in-store: NPD Group, Usage and Attitude studies.
- Customer satisfaction online and in-store through exit and on-site surveys.
- Customer panel.
- Creative testing.
- Mystery shopping.
- Secondary research: future foundation, Conlumino and supplier reports.
Our research told us that our customers wanted us to improve our range, price, availability and convenience. These insights became the foundation for our dedicated business development teams who, working with functional experts, deliver relevant multichannel, commercial and user-experience change initiatives.
- 70% of customers research online before entering our stores (since increased to 80%).
- 56% of people purchasing in-store had visited a Dixons Retail website.
- 92% would spend some part of their journey in store.
Therefore, to better serve our customers’ needs and shopping patterns, we needed to unite our online and store fronts and embed e-commerce in our core business strategy. Building a successful and sustainable multichannel business model is now our no.1 strategic priority, aiming for our e-commerce sales to account for 20% of business sales by 2015.
In September 2012, we became the first major retailer to deliver a responsive site, optimising content and user experience depending on the screen size of the viewer (e.g. mobile, tablet, desktop).
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