I’m sure that, like me, you’ve been glued to the recent BBC2 series Robert Peston Goes Shopping. The series provided a concise but definitive history of retailing in the UK.

I’m sure that, like me, you’ve been glued to the recent BBC2 series Robert Peston Goes Shopping. The series provided a concise but definitive history of retailing in the UK.

I was fortunate enough to take part in the programme and BrightHouse was featured in the third episode that aired last week.

Peston and his team came along to our store in Watford and it was fascinating to observe the time and detail that goes into making a prime-time documentary.

Moreover, while we hadn’t sought inclusion in the programme, it did provide opportunity for us to explain what BrightHouse is and what we do to a wider audience.

The series explored a number of compelling themes. It was inspiring to be reminded of the transformation - from modest roots into retail dynasties - of household names such as Tesco or M&S. Indeed the entrepreneurial drive that underpinned the growth of these dynasties is alive and well today in the 21st century.

Peston’s series illustrated that, to sustain a viable proposition, retail businesses must constantly evolve.

And any such evolution has to be customer-centred. It’s not only about responding to today’s needs. It also requires anticipating how those needs will change and adapting your business accordingly.

Customers expect good quality products, backed by friendly and professional service, and tailored to their individual needs. That doesn’t end in the store.

We must give the customer confidence that, if things go wrong, it will be easy to put them right. And of course the customer’s online journey too has to be seamless and complementary to the in-store experience.

Here at BrightHouse, we invest time in talking to our customers and in listening to what they are looking for. Our customer is a savvy shopper who is looking for a proposition that combines product, service and price in the best possible way for them. They want the best for themselves and their families, and want products in their home they can be proud of.

They tell us that their lives are busier than ever. For them, therefore, an essential ingredient of the shopping experience is simplicity - they want us to make their lives easier, and they trust us to have the proposition that is right for their lifestyle and budget.

For example, although our sale transaction is more complex than most, our pricing and service proposition has to be easy to understand. Lots of our customers pay weekly and, historically, the majority had opted to take insurance cover on top of the core product.

So that’s why we’ve recently launched the BrightHouse Single Price Agreement. It includes delivery, installation, repairs, servicing and cover against loss or accidental damage. The APR remains competitive; and many will pay less than they would have previously.

This innovation puts us in a better position to transact online. More importantly, customers like it. They feel it avoids being wasteful of their valuable time, and that it offers even more clarity and peace of mind.

  • Leo McKee is chief executive of BrightHouse