Hunkemöller is a global lingerie brand with over 900 stores in 21 countries. The brand is noted for its design-led approach and world class service, and over 9,000 employees focused on delivering an inspiring customer journey – whatever the channel.

In 2010, the business began a turnaround strategy. At the heart of the strategy was to create a brand for the high street. A great brand needed great service – world class service. This is still at the core of its growth strategy today. This key focus and USP provides exceptional world class service, lingerie expertise and a deep understanding of their customer segments. For the business positioning, a value added approach was crucial as competing on price alone was not an option.

World class service needed a world class training programme. A combination of in store and online training enabled the transformation of staff into brand ambassadors. The brand is recognised as having one of the best retail training programmes in Europe.

The customer service vision of the organisation needed a plan to make this a reality. We recognised that store managers and their teams knew more about customers than we did. Via a project team we identified individual moments of customer service excellence and created learning and development materials to share these across the brand. Every single team member – even the Saturday only colleagues – receive ongoing training.

Enabling and empowering was also vital. Nothing makes sales teams more confident that good and regular product knowledge. We utilised the Retail InTouch internal communication platform (Renamed Keephub). The platform shared trend briefings and product features and benefits. We also had a mission to create a social brand where employees are confident to behave as brand advocates on social media. The 9,000 army of Shero employees is one of our most important groups of micro influencers – all empowered by regular online communication and engagement techniques.

• Your employees on the ground will know your customer better than anyone

• Staff are your brand ambassadors

• Keep staff up to date on relevant trends that will aid your audience

• Having an accessible app 24/7 means reaching all employees quickly

• Combine online and in store training to ensure easy reach of staff, accessibility and to keep things fresh and interesting!

Sean Murray / Founder of The Retail Practice