InvolvingourMembersinstrategicdecisionmaking

MelodyAguero,HeadofBrand&InsightCo-opMidcounties

StrategicAim

Purpose:• Tobetrustedbyourmemberstomaketheirliveslesscomplicatedandmorerewardingintheirdaytoday

Howwe’lldoit:• Engageandconsultwithourmembersandpotentialmembers

• Begintobasebusinessdecisionsonthisinsight

Brand&InsightTeamTwostreamswithintheteam,MemberResearchandMemberExperienceshape,andisinfluencedby,theCo-opMidcountiesbrand

Brand

ImpactResponses Over

117kColleagueCompliments

Over 44k

C-sat 20%increase

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan Feb March Apr May Jun Jul Aug Sept Oct Nov Dec

CompanyC-Sat

2016

2017

2018

2019

ImpactPanellists Over

3,900

Surveys 91

Responses Over36,000

Av.ResponseperSurvey

400

Av.ResponseRate

12-15%

TradeExamples

ChildcareHealth&Wellbeing

MinimumoperatingStandards

Self-TestKits

PharmacyOnline

Co-opExpectations

Communityenergytariffs

Websiteexperience

Branchexpectations

Brandsurvey

TraveltrendsPrelaunchsurveys

Managersurveys

Localrangesurveys

Members’Survey,2019

• Over9,000memberresponses• Coveredour5pillarstobecomingmember-Centric:• Allowedusto:

ðmeasureourcurrentsituationandperformanceð identifythekeyopportunitiesforustoputmembersatthe

heartofourSocietyandunderstandwherewewerefailingtodoso

ð shapefutureplansandtargetsaroundmemberopinionandperceptioninadditiontotransaction

Members’Survey,2019

IsMembershipvaluabletoyou?

Thekeydriversofvalueperceptionareage,locationandmembershiptype.

ValuehighestinColleagueMembers,followedbythosewhosehomecountyiswithinthetradingarea,thenthosewhoareovertheageof60.

Highpercentageswere‘Unsure’;awarethatMembershipshouldaddvalue,butthevalueisnotalwaysclear.

Members’Survey,2019

InstantRewards

• Mostvaluedrewardswereinstant(coupons,discounts,redemptionofmembershippoints)

• 44%oftheunder60sbecameaMemberprimarilytoreceiverewards

• MemberswhorankInstantRewardsasthemostvaluablebenefitofmembership,werealsomostlikelytotellustheydon’tvaluetheirmembership

62%

34%

42%

22%

15%

44%

7%

Instant use coupons or discounts

Free items

Instant redemption of Membership points

Personalised offers

Prize draw entry

Bonus membership points

Other

Members’Survey,2019

Co-opConfusion

• Overlappingtradingareasandbrandingcreatesconfusionandfrustrationformembersandcolleagues.

• ComparedwithcompetitorprogrammesthisinfluencesperceptionofCo-opbeingconfusing

Iwanttousemymembershipinotherregions

Allowmetoredeemmypointsinmyregion.Mylocalcoophas

refusedtotakethemastheyarenotmidcounties.

AllowmetoaccruebenefitsfromusingCoopstoreslocally

Reallyconfusedoverwhichco-opmylocalco-opisapartof,neversurewhetherit'soneorganisationordozens

Iwanttobeabletouseacrossallcooperativegroups

Surelyvouchersshouldberedeemableatanycoopinthe

country?

WhenIpresentmycardinacoopIalwaysgetabruptlytold“sorrynohoneycomb

cardshere”

Myco-opcardisn’tevenacceptedatco-op

CSRTrendResearch

DesktopresearchidentifiedthekeyissuesaffectingsocietyinordertogeneratethethemesourCSRteamwouldneedtofocuson.

OurCSRStrategy

Participation

Places Planet

PeopleIssues PriorityModernSlavery&HumanRights 1Health&Wellbeing 2Fairtrade 3Diversity&Inclusion 4

Issues PriorityTacklingSingle-UsePlastic 1SupportingRenewableEnergyandReducingCarbonEmissions

2

ReducingWaste 3ChampioningTransparency 4WaterUsage 5

Issues PriorityFoodbanksandPovertyReliefProjects 1EducationalEstablishments 2Co-operativesandothersocialenterprises 3RegionalCommunitiesprogramme 4

Issues PriorityActivism 1Co-operation 2Memberinvolvementincommunityprojects 3Youngmembers 4

“IthinkweshouldeatmoreBritish,seasonal,localproducts.ItwouldkeepBritishfarmersinworkanddrasticallyreduceair

miles”

“Weneedmorehealthandwellbeingchampions”

“MoreFairtradebrandsplease!“

“Workingtogetherforthegoodofalllocalcommunitiesisessential.“

SummaryFocusonMemberVoice• IncludingourMembersinourdecisionmakestheprocessmoreefficientandensures

membersareleadingourstrategicdevelopment• Openingupdifferentchannelsoffeedbackallowsustospottrendsastheyariseso

wecanbeproactiveandreactive

ImpactisSociety-Wide• Our approachallowsustogaininputfromourmembersinnon-tradingareas

(Membership,CSR,Policy,colleagueengagement)soensuresashiftinculture

ContinuousInsight• Keepingchannelsopenmeanswearecontinuouslymonitoringourprogresssothis

willcontinuetohelpshapeourbusiness