Dreams chief executive Mike Logue told attendees at Retail Week Live that customer and staff satisfaction were the springboard to turn the retailer around.
Logue credited Dreamsâ turnaround to focussing on customer satisfaction and staff morale. âMy goal over the last 18 months has been about connecting our customers and colleaguesâ he told delegates.
He stressed that he wanted to take direct action to achieve this, from eradicating directors-only parking spaces at head office to spending days delivering beds to customers. This direct customer and staff engagement, as wel as survey-based feedback formed the retailerâs plan of action to increase its revenue.
A major point of contention for staff and customers alike was the state of the stores themselves. âImproving our stores and removing the sticky carpets was hugely importantâ said Logue, giving the example of their Tottenham Court Road store, which has increased profits 65% since undergoing a store refresh.
Logue said that Dreamsâ long-term goal was the have a bed in every home and showed no sign of slowing down to make this dream a reality. âKeeping listening to the employees and customers is vital - Iâll be back out in the delivery vans myself in the next few weeks,â he said.
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