Dunelm
Dunelm
Uncovering circular innovations for customers to fall in love with
The project in a nutshell
We worked with Dunelm’s commercial team to support the company to develop an overall vision for upstream circularity, setting metrics and targets, and uncovering the biggest opportunities for new services. We delivered the multi-faceted project through a unique sprint process, with leading circularity experts providing oversight at each stage.
- Circularity strategy
- Metrics development
- Business model innovation
The challenge
As the UK’s largest homewares retailer, Dunelm has a vast range of product categories, purchase types, and customer motivations to consider. Our challenge was to identify the circular opportunities intrinsic to their different product categories, how their customer segments would respond, and how to most effectively design new services for them. Working with the company’s commercial team, it was imperative to always keep in mind commercial realities, how to test and learn, and to align with Dunelm’s overall business priorities.
Our approach
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1AGILE SPRINT
We designed and implemented an agile sprint process, oscillating between a core team and wider group. -
2CAST TALENT
A business model expert and consumer insights specialist co-led the project. We appointed three global circularity experts to serve as an ‘integrity council’, assessing progress at each phase of the sprint.
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3DEVELOP STRATEGY
We devised a comprehensive strategy, including mission, metrics, measurement and evaluation to help Dunelm make informed decisions about where and how it could lead on circular experiences for its customers. -
4IDEATION
We held a number of sessions with Dunelm to ideate potential circular ventures and business models for them to test and scale.
Leveraging our world-leading network of sustainability experts, we enlisted in three global circularity experts to form an ‘integrity council’, assessing, critiquing and refining the work as it passed through each gate in the sprint process.
The solution
Through our agile sprint process and team design, we created a strategy that was ambitious, unique and environmentally impactful. The solution included an overarching mission for circular customer experiences, a strategy framework, key metrics, a measurement and evaluation framework for circular experiences and, finally, a way to position all upstream circularity activities.
Interested in how we could support you in your next project? Let’s talk.