dunnhumby's Global CCI study looks at key strategies of the world's most customer-centric retailers. To learn more about the study, download our report: http://www.dunnhumby.com/driving-growth-through-customer-centricity-winning-strategies-worlds-top-ranked-retailers

1. Driving sales growth
and market share
with a customer
centric approach
Live webinar

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JULIAN HIGHLEY
Commercial Product Director Customer Knowledge
dunnhumby
@Julian_Highley
Julian is responsible for dunnhumby’s Customer Knowledge and
Category Management analytics products. He joined dunnhumby
in 2008, setting the strategy for identifying global trends and
leading many retail-focused studies, including our Global CCI.
Prior to this Julian worked at SAP, specialising customer
analytics for retail, CPG and banking. His background in
marketing sciences and customer behaviour started at IRI,
developing bespoke statistical models for CPG brands.
Julian holds a degree in Economics from the University of Bath.
MARC FISCHLI
Chief Client Officer
dunnhumby
@fischlimarc
Marc is responsible for dunnhumby’s retail consulting business
across all regions. He joined dunnhumby in 2007 to work in
international expansion and new business development. Prior
to this, Marc worked on the development of Tesco’s Operating
Model and its deployment to China, Japan and the US. He has
led two of Diageo’s country business units (France and
Poland), and managed Diageo’s Asian strategy team, as well
as working as a consultant for Marakon Associates. He
obtained an MBA from the London Business School in 1997.

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Why is Customer Centricity important?
*Retailers Need A New Approach To Unlock The Value Of Being Truly Customer-Centric, Forrester, 2016
3%
rise in sales
7%
growth in market
share
$572
million
additional revenue
available by improving
the customer
experience*
“Retailers have
approached customer
centricity tactically,
while other industries
have fully committed to
the customer,
transforming their
organisational strategy
to become customer-
obsessed,”
(Forrester 2016)

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What are low scoring retailers missing out on?

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What is the CCI?
126,000 60 399
126,000
individual
customer
assessments
from 13
countries
across the
world
Customers also
asked to score
retailers they shop
on 60 key
attributes about in-
store experience,
price, promotions
and customer
service
Scores for 399
of the worlds
leading grocery
retailers
2
CCI: likelihood
repurchase and
recommend a
retailer and the
financial impact
on market
share and
banner sales
7
Establishes 7
key pillars
that are
important for
customers

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7 key pillars identified
Affinity
Range &
Service
Promotions Price Comms Ease Rewards
Emotional
connection,
customers
care for the
retailer and
feel it
reflects
their values
Sells
variety of
products I
like, easy
to navigate
and
enjoyable
to shop
Appealing,
relevant and
easy-to-
understand
offers
Offers good
value,
prices are
right for
me, better
relative to
the
competition
Comm-
unicates
effectively,
offers help
and
inspiration,
listens to
feedback
Makes
shopping
easy and
fixes any
problems I
encounter
Rewards
for
shopping
regularly,
loyalty
rewarded
how I like

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What’s driving customer centricity?

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9. Examples of where some high performers excelled
-CCIImpact+CCIImpact
Communications
Range and
Service Promotions Price Affinity Rewards Ease
Aldi (Germany) Biocoop (France) Waitrose (UK) Grand Frais (France)

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What matters most to customers?

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What to focus on to improve your customer centricity
Don’t try and win at everything!
Understand your performance vs. key competitors
Determine what matters most to your customers
Focus on your core competencies
Ensure you are getting the fundamentals right

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Marc Fischli: A global retail perspective
MARC FISCHLI
Chief Client Officer
dunnhumby
@fischlimarc

13. Thank You