Health group extends customer experience improvement programme to another one of its brands

Health group extends customer experience improvement programme to another one of its brands

Following the success of its ‘Sales And Service’ customer experience improvement programme, NBTY has appointed customer experience specialists Retail Eyes, to roll out the programme across 260 of its Julian Graves stores.

Since October 2009, the UK retailer of vitamins, minerals and herbal supplements has worked with Retail Eyes to implement its ‘Sales And Service’ programme, devised by the specilaist as part of its bespoke re:visit mystery shopping services.

To date, Retail Eyes has carried out over 2,840 mystery shopping visits across 700 NBTY stores (including Holland & Barrett, GNC and Natures Way fascias) and has resulted in the Group more than doubling its Net Promoter Score (customer advocacy/recommendation) from 23% to 50%. The mystery shopping programme has improved the overall customer experience score by 7% in the last 12 months.

Regular hands-on shopping research

NBTY is now looking to repeat this success by rolling out ‘Sales And Service’ to its Julian Graves stores across the UK with stores receiving at least one mystery visit per quarter.

Tim Ogle, chief executive of Retail Eyes, commented: “Customer confidence is essential in all fascias of the NBTY group. We’ve worked very closely with the team (stores and management) at NBTY to identify where and how their staff can make a positive impact on customer’s experiences that will result in increase customer loyalty and sales.

Sally West, group customer service manager for NBTY, said: “Our customers expect a high quality experience when they come to our stores.

“Through the ‘Sales And Service’ programme, the team at Retail Eyes has given us a detailed insight about our customers’ experiences and highlighted where we need to improve. Over the last 12 months we’ve seen staff confidence grow and there has been a clear improvement in interactions between our staff and customers, which has led to improved customer advocacy.

“We are excited to be expanding our customer experience programme to include all our Julian Graves stores and repeating the success we have seen to date.”