Developing a best-in-class customer proposition development process to fuel global growth
Primark is a fast-paced, product driven organisation. It is well-established in the UK & Ireland and known for ‘never being beaten on price.’
To expand into new markets, the retailer wanted to build a stronger emotional connection with customers beyond price.
To do this, Primark needed a structure and process to adopt a more insight driven, customer-centric approach.
What we did
Mapped opportunities for greater customer-centricity
Stakeholder interviews were used to understand what customer centricity means in Primark and spot opportunities to increase it.Tailored a proposition development process
A process designed to work for Primark’s culture, with guidance on embedding it using governance, tools and best practice.Designed and delivered training for proposition champions
‘Train-the-trainer’ sessions to help proposition champions use and drive the process, including a training toolkit and best practice examples.Outcome
The Primark marketing team is using the new process to improve customer-centricity and increase the impact of their propositions.
Across the business, there is an increasing amount of insight-led customer-centric thinking.
Resulting in ever-stronger brand-led propositions in market.
What we love about the project
Focus on customers
We strongly believe in leading with insight and keeping customers at the forefront. It was great to work with a dynamic team keen to understand best practices to increase impact.
Leadership team support
Thanks to strong support from the leadership team, we were able to change ways of thinking and working in a relatively short time.
Impact on Primark team
We are proud to see the impact this is having on the business and for each of the individuals as they grow into a more customer-led organisation.
We'd love to be your thinking partner
Get in touch"“We want to harness the instinctive customer focus across the business into meaningful propositions for customers. This will strengthen our brand as a foundation for long-term growth.” " Michelle McEttrick, Chief Customer Officer
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