2) Services proposition We service our customers through our integrated digital and physical shopping channels. Our Click & Collect service, which offers a three-hour promise for local store stock, has proven very popular since its launch in Autumn 2019. We offer a national home delivery service, with the majority of our ‘heavy and bulky’ items delivered by our own home delivery network offering high quality ‘room of choice’ options. In addition, we offer a full Made to Measure curtains and blinds service, including in-person or virtual consultation and fitting. Going forwards, we will develop our services proposition further by increasing the breadth and availability of products for Click & Collect, thereby encouraging cross-channel shopping. We will increase home delivery capacity and improve systems to reduce home delivery lead Going forwards, we will develop our experiences times, provide more consistent service and grow proposition further by expanding our digital the ‘perfect order’ rate. This will be supported and data capabilities to deliver insight-driven by our new dedicated e-commerce facility. proposition enhancements. We are building a single view of our customers across channels, We will also improve the range of furniture both to maximise our acquisition of ‘high available for quick delivery and grow the value’ customers and to improve marketing geographic coverage of our own home delivery communications in order to grow frequency network. This will be enabled by our new furniture and retention. warehouse (in Northamptonshire) as well as investments into supporting supply chain and We will continue our new store roll-out to transport systems. We will also be extending our remaining target catchments, including customer support hours and offering shorter testing smaller formats. Following reduced response times. store refit activity over the last 18 months, we will be accelerating our store refit and refresh We have begun offering customers opportunities programme, improving store layout and optimising to recycle products and will continue to pilot and the shopping experience. test these schemes. In FY21 we introduced an electricals take-back scheme in our stores and we SUMMARY AND OUTLOOK are currently developing a take-back scheme for We delivered an excellent performance in FY21, textiles, quilts and pillows. In addition, we have despite our stores being closed for more than started introducing local take-back schemes, a third of the year, demonstrating the strength organised by store colleagues and advertised via and resilience of our business model and the our local community Facebook groups. adaptability and commitment of our colleagues and suppliers. 3) Experiences proposition We offer our customers convenient shopping The digital investments we had made enabled us online and in stores, through dunelm.com and our to rapidly adapt to the changing environment and store estate of 175 mainly out-of-town superstores. deliver strong growth and an improved customer Our colleagues in stores offer personal ‘friendly experience. We are emerging from the pandemic and helpful’ advice and provide access to the10 as a stronger and better business, having total product range via in-store tablets. Our transitioned from being a physical retailer with displays in store inspire customers and enable digital aspirations to being a proven, digital first, them to touch and feel our products and we have multichannel retailer. growing engaged local communities supporting local causes and national charity partners. In addition, our Pausa cafes in 152 stores enhance the shopping experience for customers and offer our own range of food and drinks in a friendly environment. 10. For Q4 FY21, following re-opening of stores, customers assessed their experience on average in store as 9.4/10 for ‘Friendly’ service. DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021 25 STRATEGIC REPORT GOVERNANCEFINANCIAL STATEMENTSOTHER INFORMATION