HOW DO WE STRENGTHEN OUR RELATIONSHIPS WITH OUR COLLEAGUES AND HELP THEM BECOME A FORCE FOR GOOD
HELPING REDUCE COLLEAGUE TURNOVER AND HELPING IMPROVE BRAND AND PRODUCT ADVOCACY ACROSS 70,OOO COLLEAGUES
It’s clearly recognised within Co-op that colleagues are of vital importance - they are our heroes.
More than this they’re vital to our business success so it’s key that we involve and improve our colleague advocacy as we can lag behind the competition. Improvements in this area will not only improve business performance but the working lives of our colleagues and allow us to come good on our promise of being Co-op.
PROBLEM
Colleague churn and advocacy were holding Co-op back
We identified real and costly issues with Co-op's colleague advocacy and helped the board set a new agenda to become the 'best retailer to work for'.
STRATEGY
The 360 audit resulted in unified brand and colleague model
This approach allowed both brand models to work together rather than being separate entities. All touchpoints semiotically and strategically reviewed and board level strategies and plans submitted as a result.
SOLUTION
We developed a robust workstream and process that tackled the issue 'root and branch'
Through stakeholder interviews, colleague research and inclusive co-creation workshops we developed a staged strategic solution for the business and delivered further opportunities to boot.
GOOD WORKS
We identified growth opportunities beyond just communications
Through reduced staff turnover and better brand and product advocacy we identified a £1.5 million revenue opportunity per store.
RESULTS
£1.5M MORE
REVENUE PER STORE
£132M LOSS IN 2016
£72M PROFIT
IN 2017
2017
4.2% INCREASE IN SALES
ALL MEMBERSHIP
INDICATORS UP
(Greater numbers and engagement)
2018
HIGH OF 17% LFLs
VS 6% TARGET
HAPPIER AND MORE
LOYAL SHOPPERS
BETTER ADVOCACY
OF FOOD
