Three takeaways from Asda’s chief customer officer

1. Customer first

For the last three years, Andy Murray has been responsible for keeping Asda customers content. The chief customer officer came to the grocery giant from US titan Walmart where he was SVP of marketing and his intense focus on the customer has never been more vital.

He believes retailers need to put the customer first in all decision making. “The key to a great customer journey is knowing your customers and what they want. You need to, firstly, make yourself relevant to them and, secondly, give them reasons to shop that they may not think about,” he says

2. Competition isn’t new

In today’s climate, with retailers shuttering left, right and centre, competition has never been this fierce.

“Retail has always been intensely competitive, but the marketplace right now is possibly the most competitive we’ve ever seen,” says Murray.

“You only have to look at the number of brands that have got into difficulty over the last few years to know that if you don’t get things right for customers, then you’ll be in trouble. A relentless focus on delivering for the customer always has been and always will be the key to success in this industry, and that’s what we’re trying to do at Asda.”

3. Frictionless shopping

One way to stave off the competition is to ensure the customer experience is as easy as possible, both in stores and online. Asda’s Scan & Go service has been a big development on this journey and the company is now looking at developing that further, including expanding capabilities on mobile.

“We’re also seeing how we can continue to bring digital to life in-store,” explains Murray. “No longer is it good enough to have discrete silo communications in channels. Customers move fluidly across screens and channels today, and expect we do the same.”

To read the original article with Murray, visit our sister publication, Retail Design World.

Murray will be speaking more about customer experience at RetailEXPO on 1 May 2019 at 14:55-15:25 on the Headline Stage.

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