Customers Store communities Large and growing 175 customer base with 8.5% active customer growth in FY21. communities within the local catchment area of Dunelm stores. WHAT THEY CARE ABOUT WHAT THEY CARE ABOUT • Products that are great value, with choice, style, quality • Meaningful charitable donations and local initiatives. and sustainability. • Local employment and volunteering opportunities. • Convenient and accessible shopping options. • Diverse and inclusive approach that mirrors their • Safe shopping services (in-store and home delivery). community. • Safe products to buy and to eat (in our cafes). • A business they are proud to have in their neighbourhood. • Responsive customer service. • Ethics and sustainability. • Friendly, knowledgeable colleagues. • Fair tax policy. • Fair marketing practices. • Responsible use of personal data. WHY AND HOW WE ENGAGE • Ethical and sustainable brand they can trust. By understanding local community needs and concerns we build awareness and trust, help evolve our customer offer, strengthen our reputation, and provide another WHY AND HOW WE ENGAGE reason to shop with us. While our stores were closed due to Our plan is to become our customers’ 1st choice for home Covid-19, we learned the importance of having a ‘voice’ in our by delivering the best products, services and experiences communities and how much our customers and colleagues for them. Engagement improves our customer insight and benefited from being involved in meaningful local initiatives, influences our focus areas and capital allocation. We engage by having a direct line of communication to their stores. Each with our customers at point of sale, through our dunelm.com store community now has a Dunelm Facebook group which site and social media channels, post-sales ‘How did we do?’ we use as an active communication channel, run by appointed feedback, Customer Care Centre and regular focus groups. Community champions. Recent investment in customer data and insight means we can respond more quickly and accurately to develop relevant product ranges and services, drive brand awareness and grow our customer base. BOARD ENGAGEMENT BOARD ENGAGEMENT AND OVERSIGHT AND OVERSIGHT • Formal and ad hoc store visits (impacted by Covid-19). • Board regularly reviews community initiatives. • CEO/Deputy Chairman respond personally to • Group charity attends annual colleague conference customers. (attended by Board members). • Measures routinely reviewed by the Board: Unique • Measures routinely reviewed by the Board: CO2 active customers growth*, total revenue*, net emissions*, community KPIs (including charitable and promoter score*, perfect order scores, safety score, community activities), diversity data. CO emissions*, number of reportable accidents under2 RIDDOR, customer quality and value perception, number of reportable data breaches, regulatory breaches/reputational issues. Measures in bold are reviewed at every Board meeting; others at least once a year. * Denotes GROUP KPI DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021 15 STRATEGIC REPORT GOVERNANCEFINANCIAL STATEMENTSOTHER INFORMATION