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Shaws Department Stores  - CX Impact in Retail

 

CX Impact in Retail

The Situation

Shaws Department Stores has been a renowned name in Irish retail since 1864. Recently, they won the prestigious Irish CX Impact in Retail Award 2023, thanks to their exceptional customer experience.

This case study explores how Shaws, in collaboration with RetailCX, managed to transform its customer experience, achieving this remarkable accomplishment.

The Challenge

Initially, Shaws faced a diverse array of challenges. Their customers were predominantly female, over 45, and increasingly engaging in online shopping with competitors.

Internally, the need for enhanced training and colleague career progression was evident.

Commercially, the company grappled with low sales densities, a high-cost base, and an inconsistent store format.

Shaws_logo
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The Transformation Strategy

RetailCX facilitated the development of a comprehensive strategy around understanding the core Shaws’ customers and aligning business practices with their needs. This included:
  • Developing a Customer Persona: A detailed customer profile was created to guide internal decisions and communicate effectively across the business.
  • Enhancing the In-Store Experience: Improvements in store layouts, merchandising, and the introduction of a customer promise to ensure consistency in service.
  • Digital Expansion: An upgraded online platform and the introduction of a Click & Collect service catered to the growing digital demands of customers.
  • Empowering Colleagues: New training initiatives and recognition programs were implemented to boost colleague morale and performance.

The Results

The transformation strategy is yielding impressive results:
  • Improved Customer Satisfaction: Continuous customer feedback has led to a significant increase in NPS scores and high levels of customer satisfaction.
  • Colleague Engagement: Enhanced training and development opportunities resulted in more engaged and motivated colleagues.
  • Commercial Success: Notable improvements in footfall, conversion rates, and average spend per transaction were observed.
Shaws store interior
Irish CX Impact Awards 2023

Conclusion

Shaws Department Stores' journey with RetailCX showcases a successful alignment of company values, customer needs, and colleague engagement to drive commercial success through exceptional customer experience.

This case study should inspire retailers looking to thrive in challenging environments by focusing on customer-centric strategies.

 

 

 

 

"Mark has facilitated the Shaws’ leadership group in developing our retail strategy and supported us during the ongoing implementation.  Throughout this process, he has demonstrated a deep knowledge of the retail industry and customer experience and continually challenged and supported our leaders to an outstanding standard.  The results have been an aligned leadership group, engaged colleagues, and increasingly delighted customers."
Conrad Digan
Conrad Digan is the Chief Executive of Shaws Department Stores.

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