Our Strategy

3

Enable a lifetime of motoring and cycling.

Objectives

Loyalty and Retention

We will more actively drive customer loyalty and retention by:

  • Supercharging our CRM programme, providing compelling reasons for customers to return to our brand.
  • Building cross-Group loyalty programmes to optimise lifetime value and advocacy.

Customer First

We have started to drive meaningful action from our insight, which has been used to:

  • Define future range decisions.
  • Change the labour operating model to better reflect customer needs.
  • Obtain a greater understanding of customer pain points and moments that matter.
  • Provide a Group-wide Financial Services offer.

ESG

We have started to make progress with our ESG strategy, focusing on our key priority areas:

  • Electrification
  • Net Zero Commitment
  • Diversity & Inclusion
  • Product, Packaging and Waste Management

Progress Made

  • Record NPS scores with Retail exit rate of 65.3, and Autocentres 76.1.
  • Development of our single Group web platform and other initiatives driving higher cross-shop volumes.
  • Refresh of our ESG strategy and commitment to science-based targets.

Priorities for the Year

  • Launch a unique and market-leading motoring services club.
  • Further develop cross-shop opportunities across the Group.
  • Continued investment in our digital capabilities, enhancing the customer experience online.
  • Accelerating progress on our ESG programme.

This year, we have transformed our Customer Experience strategy, investing in initiatives to improve the customer shopping journey and convenience we offer our customers.

For instance, an end-to-end review of the bike purchase journey – customers can now see bike stock availability in their local store, book a bike collection slot and will receive personalised communications after their purchase to help them get the most of their bikes. To manage customer contact, we have centralised our customer contact centre.

Our Net Promoter Scores have reached record levels as a consequence of the improvements we have made to the customer experience and we know that our customers are more engaged – with better opt-in rates – meaning we can talk to more customers than ever before.