Consumer Experience: A Case Study of Wilko

This report discusses the value proposition of Wilko, a UK-based retail company, and how it delivers customer experience. It also covers the Six Pillars of Customer Experience Model and its application to the firm, as well as the implications of digital disruption to delivery of CX. Recommendations for improving CX are also provided.

CONSUMER EXPIRIENCE
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
1. Setting out what the value proposition is of the selected organization....................................2
2. Setting out how this manifest itself in how it delivers the customer experience.....................3
3.Setting out who are its customers by frequency of use by key demographics and how they
may relate to 1 and 2....................................................................................................................4
4.Setting out what is The Six Pillars Of Customer Experience Model........................................5
5. Critically applying the application of six pillar CX model within organisation......................6
6. Implications of digital disruption to delivery of CX for firm..................................................7
7. Recommendations to organisation for improvising the CX....................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer experience CX refers to the impression which the consumer has of organisational
brand. It emphasises on relationship between firm and their customers, every organisation works
on improvising their consumer experience in order to get positive response and to accelerate their
revenue rate. Present study is based on Wilko, UK based high street retail company that deals
with household products and services and aims to provide better consumer experience with their
unique services. Following report will be going to cover value proposition of organisation, it also
covers six pillar of CX model and its application to firm. Moving further report will also discuss
implications of the digital disruption to delivery of CX.
MAIN BODY
1. Setting out what the value proposition is of the selected organization.
The value preposition acts like the statement which clearly defines the advantage of
products and services that company delivers in the market. Wilko is retail store that sales
homewares and the household goods across countries and it is running since last 90 years.
Company has always focused to make life of individual better every day which is done by
pulling resources together (da Costa Fernandes and et.al., 2020). The unique product selling
proposition of Wilko is to offer vast range of products in the market with slogan that is little
won, we call them. They offer wide variety of services and tries to make home a luxury place for
their client. The chart to describe unique Preposition of company in market is as follows-
Wilko Competition
PRODUCTS Hardware store providing
various products such as
glassware, cookware, cutlery,
Cake decorating items.
Hardware store but with less
number of products.
CONSUMER SEGMENT Females that ages 25 to 50
years.
Females that ages between 30
and 40 years.
VALUE PREPOSITION Price and value of the products.
Trust of consumers.
Convenience while purchasing
Local Support.
Luxury products.
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because of multiple stores that
Wilko has build over years.
High brand Value.
MARKETING Platforms of both online and
offline marketing are being
utilized by the company.
Offline source of marketing.
2. Setting out how this manifest itself in how it delivers the customer experience.
Wilko should focus on targeting right segment of the consumer. The consumer
experience can only be enhanced when company produces goods that are being demanded in the
market. Moreover, the technologies that company is using shoyld gives good results (Lucia-
Palacios, and Pérez-López, 2021). The experience can also enhance by making sure that the
feedback given by them are been implementing in the company. Emotional connection is also
needed to create that link between the products of the company and the products supplied by
them. Framing and developing all the departments according to consumer and understanding
what consumer needs ultimately help retail store in enhancing their total sales and earn higher
amount of revenues (De Keyser and et.al., 2020).
The first thing is to look what touch points are important to enhance the experience. The
touch point in Wilko that will help to grow experience of consumer are as follows-
Consumer touch points before purchase-
 Boosted social media content.
 Attractive websites.
 Search engine Optimization.
Consumer touch points during purchase-
1. Consumer reviews.
2. Sale point.
Consumer touch points after purchase-
 Feedback.
 After purchase services.
The above points need to be considered by Wilko for enhancing the experience of the consumer.
All the touch points must be framed properly for the best experience.

3.Setting out who are its customers by frequency of use by key demographics and how they may
relate to 1 and 2.
The given below points will be describing the consumer segment basis and the target consumer
for selling products of the Wilko-
Particulars Segment basis Target consumer
Geography Region 370 stores across Wales and
England.
age All age.
Density Urban
Demography Gender Mainly females
Income Middle class income category
Social Status Working and highly skilled.
Psycho graphic Lifestyle Luxury.
Personality East going.
Behavioural User status Active users.
Attitude Sceptical.
The above listed points are targets segment for company Wilko. Working as one of the
biggest retails store in the market of UK, Company has defined a clear demography of its
consumer segment. The segment described can only be retained when Wilko has focused on all
the touch points that will be enhancing the experience of the consumer (Ieva and Ziliani, 2018).
The target points before purchase, while purchase and after purchase will be benefiting company
in terms of the profits. As social media is one of the most important touch point that will bring
consumers to the company, Wilko should focus on building best social media insights for
company.
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4.Setting out what is The Six Pillars Of Customer Experience Model.
The six pillars of customer experience model is as follows-
Integrity-
It is very important pillar of the consumer experience model which simply meant to display the
trustworthiness of the company on the constant basis. Trust and integrity also meant that how
company socially, ethically and morally serve the purpose of the organization. Wilko should also
focus on building and engendering trust (Saini and Singh, 2020).
Resolution-
The another support pillar is resolution which meant to recover poor experience of consumer into
the good experience. Wilko should also focus on positioning its company such a way that it fixex
problem of the consumer and gives them benefit that they are looking for in the company.
Empathy-
Emotional connect is also needed for ensuring the purpose of the organization. Establishing
strong connect allows businesses to solve the problems that the consumers are facing in the
market. Empathy is associated with the emotional intelligence of an individual.
Expectations-
Meeting expectations of the consumer is most important pillar for the consumer experience
model. This is needed that company set highs standards for themselves by satisfying need and
wants of the consumer. Wilko should serve its brand promises and regularly interact with
consumer in order to know what it being demanded in the market.
Time and efforts-
Consumers need instant supply of products that they want. Consumers don't have much time to
spend on grocery stores and removing all those obstacles that delays the decision-making power
of the consumer increases benefits that the company is looking for. Competitive advantage can
only be gained when company cut all its costs on the pillar that are not satisfying needs of the
consumer.
Personalization-
This simply means to add valuable component in the experiences of individuals. The duty to
understand and value the needs of consumer is first thing that is need to be done. Another thing

is personalization by past interactions and giving attention to the small details. Great
personalization gives more value and control to the company.
5. Critically applying the application of six pillar CX model within organisation
Six pillar CX model actually shows what kind of emotional outcome is required in order to
provide an exceptional consumer experience (Hamacher and Buchkremer, 2022). Consumer
experience always develop a foundation for loyalty and helps in improvising the consumer
retention. People looks for high quality goods and services at optimal price range, consumers are
willing to pay more if they feel that particular firm is giving them extra value in every
interaction. First pillar of this model talk about integrity, where firm have to trust their
employees and their behaviour must demonstrate trustworthiness. Wilko also need to make sure
that they have corporate culture where every employee is treated equally and management also
responding them with transparency. If there is no trust in work culture then there is more
probability that firm will face vulnerable situations like employee turnover, low productivity and
low consumer satisfaction etc. Another principle is about empathy and expectations, Wilko also
need to show empathy as to kind with their consumer and listen all their request otherwise rude
behaviour will certainly impose challenges for business. Basically consumer fulfilment can be
derived as differences between expectations and real delivery, Wilko also need to understand
what their consumer is expecting into their items and services in order to ensure their better
retention.
In terms of resolution principle, every firm need to be accountable for their problems, for
an instance due to failure in meeting consumer requirement, therefore if there is any case arise
for Wilko they need to apologise to their consumer this will make sense otherwise they have to
face consumer turnover (Huang and et.al, 2019). Time and effort always plays a crucial role,
Wilko also need to work on reducing consumer efforts and to develop frictionless process so that
audience satisfaction can be achieved, company requires to provide on time solution to consumer
query otherwise failure in this will give negative impact over business. Personalisation principle
always give better business outcome, it accelerates the CX process, Wilko also provides
personalised services and products to their consumer in order to address their specific needs, that
is why they have potential consumer base. Therefore, these are the principles which need to be
follow in order to get positive response of consumer.
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6. Implications of digital disruption to delivery of CX for firm
Digital disruption refers as effect that drives potential changes in fundamental assumption
and behaviour in culture, market and process which is mainly driven by digital capabilities and
channels. On the basis of Mckinsey, it is said that CX digital disruption can maximises the total
revenue of firm by 20-50 percent. Every consumer interaction is unique and with analytics and
personalised journey helps in achieving all consumer needs. Digital disruption has impacted
consumer experience in some ways which are discussed below:
Loyalty apps: loyalty scheme is basically a reward program that is made for consumer who
instantly buys a product, through such consumer develops a psychological relation with the
brand, where they can easily get the rewards and free items over their frequent purchasing (Yang
and et.al, 2022). This loyalty program is definitely providing hike in revenues as well as
companies are able to increase their sales. Thus Wilko also have to do similar like loyalty
scheme as to provide voucher to their consumer over their purchasing as well as they have to
work on such app to be installed in consumer’s phone so that their queries can be addressed
promptly.
E receipts: It is latest and efficient method that shows proof of purchasing in store. With the
help of this organisations can easily track their consumer and forward email about relatable
products which their consumer has purchased earlier (Bag and et.al, 2021). Wilko will be
benefited if they have such system as it positively impacts consumer satisfaction like by the use
of E receipt will also reduce environmental impact because there will be no use of paper.
Therefore, by using different digital channel also helps in providing better consumer
experience, by the use of such organisation will be able to collect consumer data and can carry
out more personalised campaigns.
7. Recommendations to organisation for improvising the CX
CX always plays a significant role in better operability of organisational business, there are
range of recommendation made for Wilko are discussed below-
Value employee ideas: Employee are the frontline which interacts with the consumer, it is
important for every business to make sure that their employees are satisfied with working
conditions and other system (Grab, Olaru and Gavril, 2019). Workers who are valued at
workplace are more likely to seen engaged in work, therefore it is recommended to Wilko to

always listen ideas which is suggested by their employees, ultimately it will help in providing
better consumer experience.
Utilise technologies to develop breakthrough CX: Artificial intelligence and machine learning
technologies are available where chat bots work for 24/7 that helps in providing better solution to
consumer query. Therefore, Wilko also need to use such technology that helps in collecting user
data which supports the decision making process, it further helps in streamlining services so that
consumer satisfaction can be achieved.
Embrace omnichannel mind-set: Wilko can proceed to use multiple channel in order to get
huge responses for their products, it helps in prioritising the CX where firm can easily address
the specific needs of consumer.
Personalised: Wilko can begin to conduct survey about what consumer is actually looking for
thus it will help them to provide personalised services to each consumer.
Open text feedback in surveys: Feedbacks or query generated from audience always helps in
developing better relation between firm and consumer, therefore Wilko also need to allow their
consumer to make comment on their products and let them know what specific changes they
require in services and product so that firm can do modifications accordingly.
Improvise consumer services: By providing multiple channel for support as well as providing
real time solution is extremely beneficial for the organisation.
Therefore, by following all above recommendations, firm can easily improvise their
customer experience.
CONCLUSION
From the above report it is concluded that CX creates a lots of business opportunity, where
firms are required to deal with their consumer patiently and to respond back to their queries in no
time. Above have discussed the value proposition of the organisation where it also highlighted
the six pillars of CX model. Furthermore, report have illustrated the range of discussion over
implications of digital disruption that made in delivery of CX, while it also included the
recommendation for business.
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REFERENCES
Books and journals
Bag, S. and et.al, 2021. Journey of customers in this digital era: Understanding the role of
artificial intelligence technologies in user engagement and conversion. Benchmarking: An
International Journal.
da Costa Fernandes, and et.al., 2020. Towards product-service system oriented to circular
economy: A systematic review of value proposition design approaches. Journal of
Cleaner Production, 257, p.120507.
De Keyser, A., and et.al., 2020. Moving the customer experience field forward: introducing the
touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4),
pp.433-455.
Grab, B., Olaru, M. and Gavril, R.M., 2019. The impact of digital transformation on strategic
business management. Ecoforum Journal. 8(1).
Hamacher, K. and Buchkremer, R., 2022. Measuring Online Sensory Consumer Experience:
Introducing the Online Sensory Marketing Index (OSMI) as a Structural Modeling
Approach. Journal of Theoretical and Applied Electronic Commerce Research. 17(2).
pp.751-772.
Huang, Y.C. and et.al, 2019. Examining an extended technology acceptance model with
experience construct on hotel consumers’ adoption of mobile applications. Journal of
Hospitality Marketing & Management. 28(8). pp.957-980.
Ieva, M. and Ziliani, C., 2018. The role of customer experience touchpoints in driving loyalty
intentions in services. The TQM Journal.
Lucia-Palacios, L. and Pérez-López, R., 2021. How can autonomy improve consumer experience
when interacting with smart products?. Journal of Research in Interactive Marketing.
Saini, S. and Singh, J., 2020. Managing consumer loyalty: an expanded model of consumer
experience management and consumer loyalty. International Journal of Asian Business
and Information Management (IJABIM), 11(1), pp.21-47.
Yang, S.Y. and et.al, 2022. Exploring the Role of Flow in Augmented Reality for Mobile
Retailing: Implications for Practice and Research. Impact of Digital Transformation on
the Development of New Business Models and Consumer Experience, pp.162-183.