Client: Magnet Plc
PROJECT: CHANNEL MANAGMENT STRATEGY
BUSINESS DRIVERS
Magnet had developed both its joinery and kitchen business at a rapid pace over the 1990s. It recognised that its marketing position was confused with different types of outlets in different locations, attracting a mix of both trade and retail customers. The customer service profile in the stores was equally mixed.
The CEO asked Corpra to develop a new channel management strategy and enhance its capability. The HR and CRE teams were major blockers in the Magnet strategy.
CORPRA'S ROLE
Corpra’s role was to develop an aligned strategy, which was as much about managing change and relationships between HR and CRE as the channel model. This involved extensive Customer and Market research including demographic analysis, customer surveys, focus groups and ‘ghost’ shopping. The findings were used to develop an aligned strategy, with HR, retail and property functions being integral to the process.
A model was developed for trade and another for retail stores. New customer service training was developed for the staff for each of these models, and the CRE teams strategy was enhanced through development and outsourcing to enable the strategy to be delivered.
OUTCOMES
- Corpra strategy presented at AGM
- Stores/staff realigned
- CRE capability redesigned and reorganised
- Property management, FM and store design/fit-outs re-engineered and outsourced
- Enhanced shareholder value
- Management Consultancies Association
- WORKPLACE STRATEGY
- Newbury Racecourse
- NEW CORPORATE STRATEGY
- British Red Cross
- INSOURCING AND CHANGE MANAGEMENT
- Capital and Regional
- ORGANISATIONAL CHANGE
- Magnet Plc
- CHANNEL MANAGMENT STRATEGY
- Association of Accounting Technicians
- CHANGE MANAGEMENT
- BP
- IST FLEXIBLE WORKING
- Department of Environment Transport and Regions
- IMPROVING CUSTOMER SERVICES
