Frienyanhelpful The health and wellbeing of our customers and colleagues remained our top priority as more people came back into our stores to shop with us. Our ‘meeters and greeters’ help our customers feel more comfortable about safety procedures and we trained over 7,500 store colleagues in FY21 to make our customers’ in-store experience more informative and enjoyable. NEVER JUDGEMENTAL, OUTGROWING THE MARKET DELIVERING FOR OUR ALWAYS INNOVATING We are homeware specialists – leaders KEY STAKEHOLDERS We make the Dunelm brand appealing in our space but never complacent. to a wide range of customers by We have a challenger brand mentality offering products that are great value, and a passion to outperform in our Customers Colleagues with choice, style and quality. We are large, addressable markets. Recent also focusing increasingly on products investment in our customer data Suppliers Store and services that support our customers insight means we can get to know our communities who choose to live more sustainably. shoppers better, respond to their needs With the majority of our products sold more quickly and offer inspiration to Shareholders under the Dunelm brand, or exclusive help them create homes that bring brands (Fogarty and Dorma), we are in them joy. FOCUS ON charge of our ambitious growth plans. Customers We want to be loved by more #1 customers, who then choose to shop with us more frequently. We aim to improve our overall in the UK homewares market1 customer experience by focusing on key parts of the customer journey. + 160bps We measure our success by monitoring growth in customer YOU’RE WELCOME Homewares market share gain in FY21 numbers, our customer satisfaction However you shop with us, we are here scores, how fast and friendly we are to help and we have invested in tools and our perfect order rate. and technology to make experiences GROUP KPI GROUP KPIs that are seamless, helpful and friendly.From increasing our Click & Collect +4.2%pts PAGES 32 AND 33 Increase in customer net range and shortening our home delivery lead times, to refreshing our promoter score Pausa cafe menu and simplifying our Made to Measure curtain pricing, we are making it easier to shop with us as we grow our customer base. 1. GlobalData UK homewares market, July 2020 to June 2021. Market share for this period was 9.1%. DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021 5 STRATEGIC REPORT GOVERNANCEFINANCIAL STATEMENTSOTHER INFORMATION