Bell of Northampton implements initiatives to enhance customer experience

Northants home lifestyle store Bell of Northampton has implemented a range of new initiatives that it says are designed to enhance the customer experience, improve store navigation and establish partnerships with like-minded local businesses.

To ensure consistently high standards and guide staff development and service excellence, Bell implemented a mystery shopper programme in its kitchen and bathroom departments. The scheme provided regular, impartial feedback on every stage of the shopping journey, from the first customer phone call, to consultations and home visits for staff to take measurements. Bell hopes to implement this initiative into other areas of the business.

The introduction of an in-store map also enables customers to navigate the layout of the 25,000sq ft store more easily. Located at both entrances to the store, the maps feature a handy QR code to scan with a mobile device, allowing customers to explore Bell’s extensive range of products and departments while on the move. The maps also include details of upcoming events at Bell, keeping visitors updated on the range of events and demonstrations on offer.

A referral hamper has also been launched. Those recommending Bell to new customers who then go on to purchase a kitchen or bathroom, will receive a Bellbranded hamper filled with St. Giles Cheese, wines and beers.

As part of Bell’s new strategy, it has also committed to collaborating with fellow local businesses. The store’s first collaboration was with RAW Landscaping & Design, and a new 700sq ft outdoor living display area – just outside the entrance to the store on Kingsthorpe Road – was created. It showcases the outdoor living spaces the 2 businesses can create when working together. 

MD at Bell, Lee Ferris, said: “As part of our new 3-year strategy we have invested a lot of time and effort in understanding the in-store experience from a customer’s perspective. Our customers are the heartbeat of our business and although feedback on our service and products has always been positive, we can’t stand still. We want to continue giving customers a reason to visit the store. That’s why we have not only invested in staff training and development but have also introduced new initiatives to further elevate the customer experience. As a destination store, we have got a lot to offer and feedback from customers so far is that they love the changes. As a team we look forward to welcoming customers, old and new, through the door.”