Our strategy Knowing where to apply our skills and energy Our ambitions Six focus areas AMBITIOUS ABOUT Our brand 0 Sustainability Our pathway to net zero, building Grow as the #1 destination for home,sustainability into all that we loved by more customers shoppingdo and making it easy for more frequently. our customers. AMBITIOUS ABOUT Being a good 1 Product developmentDevelop our market-leading company product offer, supported bybrilliant commercial processes. A great place to work – making a positive social impact and operating sustainably in all of our communities. AMBITIOUS ABOUT 2 Customer Profitable growth understanding Deeply understand attitudes and behaviours to optimise Focusing on quality of growth andour acquisition and retention. long-term value creation by using our resources wisely and efficiently. 3 Shopping experience Offer the best, seamless online and in-store digital customer experience (CX) in the market. 4 Data and insight Build foundational capabilities in data and accelerate customer insight. 5 Post-sales experience Provide personal, high quality and efficient delivery, service and support. 30DUNELM GROUP PLCANNUAL REPORT & ACCOUNTS 2021