Our plan is to become our customers’ 1st choice for home, in line with our purpose, ambitions and shared values, delivering long-term sustainable growth and value for all of our stakeholders. Each year, the Board agrees and communicates our focus areas for the year ahead, signalling where we will apply our skills and energy and expect to see investment and development. Developing our proposition to drive growth Products that are great Services that help from Experiences that are value, with choice, style, inspiration to delivery, seamless, physical quality & sustainability fitting & take-back & digital, helpful & friendly HOW WE WILL DEVELOP FURTHER • Range development with more • Increasing delivery capacity and• Releasing insight-driven online choice, better value, new collectionsperfect order rates. enhancements powered by digital and new product brands, e.g. • Increasing range of furniture availableand data capabilities. Churchgate. through own network with convenient• Building a single view of our • Extending range in new and delivery. customers across channels to power developing categories. • Increasing breadth of products on‘next best action’. • Introducing new materials and Click & Collect service. • Rolling out stores to our target circular design, and broadening our• Pilot take-back schemes for textiles,catchments, testing smaller sustainable ‘The Edited Life’ ranges.quilts and pillows. formats (reaching 65% of UK within • Investing in commercial systems to 20-minute drive time). accelerate these developments. • Accelerating store refits to improve layout and experience. D veloping ranges e th that resonate wi ou r customers, g inc ludin m ore s stainab le options u DUNELM GROUP PLCANNUAL REPORT & ACCOUNTS 2021 31 imapnUrodvs eei xknponegu oriwr ienn-chsucioesgwtoh mtt oe rs’ h Iotf oom wr speorhvo ueovrirp nctghwu eissytt heo rmwviuecisrses,hs STRATEGIC REPORT GOVERNANCEFINANCIAL STATEMENTSOTHER INFORMATION