Day1 track session_1_b_ryan_cheyne

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TheFocusGroup

Lifestyle Business

Ryan CheyneRyan Cheyne
People DirectorPeople Director
@ryskicheyne
Colleagues, Customers, Cats
and Canines
THE REAL V.I.Ps

More than just a shop!More than just a shop!

Sales and LfLSales and LfL
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0
100
200
300
400
500
600
700
FY7 FY8 FY9 FY10 FY11 FY12
Sales
LFL

EBITDA and Store NosEBITDA and Store Nos
0
50
100
150
200
250
300
350
400
0
20
40
60
80
100
120
FY7 FY8 FY9 FY10 FY11 FY12
EBITDA Store Numbers

What Makes Pets at Home Special?What Makes Pets at Home Special?

A Simple EquationA Simple Equation
Engaged
VIP
Colleagues
Loyal VIP
Customers
Sales, Profit
and Growth

How do we do it?How do we do it?
• We recruit the right people
• We bust a gut to train them
• We reward and recognise their
efforts

Quiz!Quiz!
Before we treated Colleagues like VIPs, what was our LTO?
a) 38%
b) 58%
c) 78%
d) 108%

VIPS StayVIPS Stay
78%
62%
55%
46%
40%
27%
19% 17% 16.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2004 2005 2006 2007 2008 2009 2010 2011 2012
Colleague Turnover

VIPS are EngagedVIPS are Engaged
66%
73%
89% 90% 90% 93%
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010 2011 2012
Colleague Engagement

CTO v EngagementCTO v Engagement
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Colleague
Engagement
Colleague
Turnover

High NPS = Higher SpendHigh NPS = Higher Spend

As Colleague EngagementAs Colleague Engagement
Increases, so Does CustomerIncreases, so Does Customer
LoyaltyLoyalty
88% 96% 99%
78% - 92% 93% - 98% 98% - 100%
Average Score:
Range of Scores:
NetPromoterScore

Top Drivers of LoyaltyTop Drivers of Loyalty

Pet Care Knowledge AlsoPet Care Knowledge Also
Increases as Colleagues BecomeIncreases as Colleagues Become
More EngagedMore Engaged
88% 96% 99%
78% - 92% 93% - 98% 98% - 100%
ColleaguePetCareKnowledge
Average Score:
Range of Scores:

And That’s Important?And That’s Important?
4% increase

And Add in ColleagueAnd Add in Colleague
Friendliness?Friendliness?
6% increase

Getting to know ourGetting to know our
customer VIPScustomer VIPS

QuizQuiz
A – Goldie x
B – CHARLIE
C – Derek x
D – Nemo x

Quiz - Popular Pet name?Quiz - Popular Pet name?
A – Goldie
B - CHARLIE
C – Derek
D - Nemo

Colleague VIP + CustomerColleague VIP + Customer
VIPVIP

This stuff is not just forThis stuff is not just for
retailretail

Best Companies ListsBest Companies Lists
WL Gore
Penta Consulting
Admiral Group
Virgin Money
Royal College of
Nursing
Robert Half Int.
PwC
Penna PLC
Michael Page
KPMG
Goldman Sachs
American Express UK
Allianz Global
Assistance
Adobe Systems

It’s all About the PeopleIt’s all About the People
Engaged
Colleagues
Loyal
Customers
Sales, Profit
and Growth

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