DIY WEEK AWARD WINNER
KEEPING THE CUSTOMER SATISFIED
Broad Street DIY was named Retailer of the Year at the 2017 DIY Week awards in February. Susan Deane has been finding out how the Bromsgrove-based business is doing.
Ladies queued outside the entrance ahead of the 6pm start for DIY Ladies Night
F
irst opened in 1979 by current managing director Paul Warren’s parents, the DIY, decorating and
landscaping business has grown from strength to strength, moving to larger premises in 2001 and expanding its delivery fleet. It is a family business that concentrates on the customer, says Paul Warren explaining the firm’s overriding philosophy: “We continually focus on inspiring people to tackle DIY projects through creative messages across all our promotional work. “Each month we select a theme
reflecting DIY seasonal activity, with relevant products promoted that are supported by associated advice. This is communicated across all media channels, including press advertising, social media and PR.” Giving customers plenty of opportunity to convey what they would like the shop to offer and then responding to those requests is, therefore, key to Broad Street DIY’s success.
16 DIY WEEK 10 NOVEMBER 2017 Customer feedback
“Customer feedback is very important to us, so we can judge what we are doing right and identify any areas of the business where improvements could be made,” says Mr Warren. “We encourage feedback via face-to- face communication and online testimonials, regularly monitoring all channels of communication to evaluate standards across the business.”
This initiative has been taken one step further with the introduction of customer satisfaction survey forms, as Mr Warren explains: “We introduced these in summer 2016 – comprising simple tick boxes based on ‘stated importance’ scores. Customers are encouraged to complete these to help us measure satisfaction and plan for future improvements. “We work hard to retain our staff, so shoppers benefit from seeing a familiar face. Our staff endeavor to develop a rapport with customers, which often leads to light-hearted banter. We don’t see them as faceless numbers going through our tills.”
National recognition Speaking to Mr Warren, it is clear that being named Retailer of the Year at the DIY Week Awards in February gave everyone at Broad Street DIY a real boost. “Winning an award is always wonderful and makes the whole team feel extremely proud to receive formal recognition for their hard
work,” says Mr Warren. “Winning the Retailer of the Year award was the icing on the cake because we were competing nationally. To be recognised at a national level really is something very special for a small independent business like ours.” And it’s not only the customers
who are listened to and encouraged to make suggestions for improvement:
Four generations of the Warren Family – Sam with baby Oliver, Paul and Tony Warren
www.diyweek.net
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