Specialist maternity retailer Mothercare is to focus on customer service as it continues its turnaround strategy, which last week contributed to bumper interim results.
Chief executive Ben Gordon, who joined almost a year ago from Disney Store Europe, said customer service was a key aspect of the recovery process.
'We are taking a look at our staff. They are spending too much time doing administrative tasks,' he said. 'Having come from Disney, I really feel customer service is critical.'
According to Gordon, new supply chain, buying and merchandising systems will help save time, but there are still other areas that need work. These include improved staff scheduling, better product knowledge and the introduction of uniform store standards.
Last week, Mothercare reported its first interim profit since 2001. Pre-tax profit for the 28 weeks to October 11 came to£13.4 million, compared with a loss of£10 million for the equivalent period in 2002. Sales were up 4.1 per cent to£237.3 million from£228 million last time. Like-for-likes rose 6.4 per cent during the period.
The refurbishment of Mothercare's high street stores and pilot of new formats, including Superlite, has gone well. A further 50 shops will be refurbished next year, Gordon said.
Product has also been improved, with more focus on the higher-end ranges because of competition in the value market from supermarkets. 'We went for the bottom end of the market. We have now got more 'better' and 'best' product,' said Gordon.
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