The very best examples of UK retail customer experience were recognised last night at Retail Week’s inaugural Customer Experience Awards.

Naked Wines was crowned the winner of winners. The judges said the overall experience it offers its customers is comparable with some of the very best examples of global retailing. Its customer experience team won a category award for its ability to know its customers inside out, and deliver a personalised service that inspired people to talk about the brand.

Also collecting accolades were John Lewis, which picked up the Customer Insight Initiative for its company-wide customer research programme which delivered a fundamental business change. The retailer also won an award for its Loyalty Initiative.

The award for personalisation went to Shop Direct – a retailer renowned for delivering industry-changing levels of personalisation including a fully personalised homepage for its shoppers.

Glasses Direct collected the award for Outstanding Digital Experience. The retailer has developed an online virtual ‘try before you buy’ function on its website which enables customers to visualise themselves in a pair of glasses.

The ‘try before you buy’ model also resulted in a success for Thomas Cook – the travel retailer won the award for Retail Theatre for offers customers immersive 360 degree virtual tours of holiday accommodation and sites before purchase.

Video also proved key for retailers picking up two awards; Schuh won the Teleperformance Digital Customer Service initiative of the year award for its video online customer service offer, delivered by Vee24. Bravissimo won the award for Customer Convenience, again by partnering with Vee24 to deliver a bra-fitting service via video online.

Full list of winners

The CMA Content marketing Initiative of the Year Pets at Home with John Brown Media My VIP Magazine

The Vee24 Customer Experience Team of the Year Naked Wines Customer Happiness Team

The TwentyCi Customer Insight Initiative of the Year John Lewis with Truth A Retail Revolution

The Teleperformance Digital Customer Service Initiative of the Year Schuh with Vee24 Online Live Video Assistance

In-store Customer Initiative of the Year Superdrug with Immedia Superdrug Live: An Interactive Retail Radio Experience.
Highly Commended: Dixons Carphone Pin Point

Loyalty Initiative of the Year John Lewis My John Lewis

Personalisation Initiative of the Year Shop Direct

The Award for Outstanding Digital Experience Glasses Direct with Ditto 3D Virtual Try-On

The SMG Award for Retail Theatre Thomas Cook Group with Samsung Virtual Holiday ‘Try Before You Buy’

The Customer Convenience Initiative of the Year Bravissimo with Vee24 Live/Video Chat

The Microsoft Best Use of Technology in the Customer Experience Telefónica Digital Returns and Repairs for O2 Customers.
Highly Commended: with CloudTags Creating a Connected Store

The Social Media Customer Engagement Award Tesco with dunnhumby #MyTescoSandwich.
Highly Commended: Game Digital, E3 2015

The Retail Week Award for Outstanding Customer Experience Naked Wines Customer Happiness Team