Dale PrestonHead of Insights
An FMCG Research professional with 20 years’ experience in marketing research. Dale has worked on research projects with many large multi-national FMCG manufacturers and retailers including Unilever, Coca-Cola, Colgate, Pepsi, Coles, Woolworths and Tesco.
Currently in the role of Head of Customer Voice Coles Supermarkets, Dale is responsible for the leadership of the Coles Customer Voice programs ensuring the “voice of the customer” is heard across the entire Coles business.
These programs include:
•The Tell Coles customer experience tracking program with 28,000 surveys per week from customers
•Leadership of the Customer Care team including the Social Media team, ensuring the customer experience is consistent across all channels and aligned with Coles brand values
•Management of the Coles Executive Immersion program
Prior to Coles Dale was Senior Vice President Nielsen Research Shanghai & Hong Kong where he worked with multi-national and local companies in China. He was responsible for running a team of 100+ researchers to deliver insights that helped suppliers and retailers grow their businesses.
12:05 PM Driving the Customer Experience Instore Through Convenience Strategy and Effective Use of Data
It is clear that the supermarket industry is facing heat from online competitors who are underpinned by their price and convenience based strategies. In light of this, Coles is looking at how they can make the shopping experience easier and seamless. The strategy focuses less on ‘razzle dazzle’ and more on how you can give time back to customers. Coupled with this, Coles is making greater use of collected data to enable individual stores to take ownership of the customer experience.
- Making the boring basics easier
- Decentralising data operations to give stores the ability to enact change
- Understanding your customer, what they need from your store and what they enjoy spending time on
- Using data to create a one on one personalisation story