The strategy aims to build a more engaging, personal
and relevant relationship with our customers, by bringing
consistency to on and off line communication and beginning
to use our rich data in a more sophisticated and targeted way.
We successfully executed the first stage of the strategy to
enhance and segment our database to enable better targeted
multichannel customer communications. We launched
a new customer welcome programme in November 2014
with promising initial results. This is designed to increase
the proportion of new customers who return for future visits.
In the 2015 financial year we plan to deliver further initiatives
to improve retention, increase customer satisfaction and
drive advocacy amongst our most loyal customers