M&Co opens up dialogue with customers

M&Co has appointed Explain Market Research to create and manage an online customer community.

The Explain team will engage with the retailer's target customer profiles, build an annual timeline of shopping behaviours and provide a channel for ongoing feedback around products and buying experiences. They will be developing multiple pieces of new insight content per week, including polls and discussions, both to link in with current campaigns, insight activity for timely feedback and the retailer’s longer term objectives.

“With ever growing customer expectations in retail, it was clear our insight needed to become more agile to keep up with the demands of our business. Opening up a dialogue with customers has allowed us to get closer to our customer and engage with them like never before. Our community is a clear investment towards both our customer first and digital strategies, as our customer now has a seat at every table in our business," says Lauren Sweeney, Customer Insight Manager of M&Co.

“User experience was paramount for us and Explain’s community platform is well designed and very easy to use. We have an excellent team at Explain that have really got to know our business and will be central in supporting us to achieve both our customer experience and wider, long-term business goals.”