Key performance indicators Measuring and rewarding progress against our ambitions The Board uses a range of financial and non-financial key performance indicators (KPIs) to measure overall Group REMUNERATION performance, the success of our strategic direction in relation MEASURES to our ambitions, and to determine senior management Metrics that will be used to remuneration. Last year we expanded the number of Group determine FY22 bonus and FY24 KPIs and regrouped them around our ambitions (our brand, LTIP pay-outsare indicated on being a good company and profitable growth) to better reflect page 33 and explained further on page 170. Details of metrics used how we think about, manage and measure what matters most for FY20 and FY21 bonus and LTIP to our business. This year the Remuneration Committee has outcomes can be found on pages 143 to 145 and pages 155 to 160 in linked three new sustainability performance metrics to the the Remuneration Report. Group’s long-term incentive plan (LTIP) for 2024. REMUNERATION REPORT PAGE 138 Ambitious about our brand Unique active customer growth1 Total revenue Net promoter score (NPS) %pts growth £m and growth % BONUS Year-on-year improvement %pts +8.5% BONUS £1,336.2m +4.2%pts BONUS 26.3% 8.5% 9.9% 4.8% +8.5 +8.5 (3.9%) +4.2 1,3362 +5.1 9556 1,0501 1,1004 1,0579 +1.3 +1.8 2018 2019 2020 2021 2017 2018 2019 2020 2021 2020 2021 We saw an increase in our number of activeTotal revenue was impacted again this yearCustomer NPS improved year on year as customers by 8.5% in the year, despite ourby store closures, but even though the storeswe were able to retain our Click & Collect stores being closed for a longer period ofwere closed for a longer period in the yearoffering in store throughout the whole of time compared to the prior year. than last year, we saw a significant increase inthe closure periods this year. We continued Why this measure is important revenue. Digital sales performed particularlyto experience high online demand, but the We use this metric to measure the well in the year, and were 46% of total sales.necessary suspension of our ‘room of choice’ acceleration of growth in our active customerWhy this measure is important delivery option due to Covid-19 restrictions base and therefore our ability to reach newWe use total revenue as an indicator of howresulted in lowr NPS for our online salese customers. This measure combines our meaningful we are to our customers, as compared to store sales. active store and online customers. it demonstrates how successful we are at Why this measure is important selling the right products through the mostThe NPS metric is a common business tool convenient channels. that measures how likely people would (or would not) be to recommend a product, 1. Unique active customers who have shopped service or company. At Dunelm we use this in the 12 months, based on management to measure how our customers rate their estimates using Barclays data. full experience with us. 32 DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021