Renowned Northants home lifestyle store Bell of Northampton has implemented a range of new initiatives designed to enhance the customer experience.
Well-known within the county as the destination store for all things home, the Kingsthorpe Road store embarked on implementing a range of customer improvements following the creation of its new three-year strategy, launched at the end of 2024.
With a strong focus on the customer experience, Bell of Northampton has introduced new initiatives to further strengthen the quality of its customer service, improve store navigation and establish partnerships with like-minded local businesses.
To ensure consistently high standards and guide staff development and service excellence, Bell implemented a mystery shopper programme in its kitchen and bathroom departments. The scheme provided regular, impartial feedback on every stage of the shopping journey, from the very first customer phone call, to consultations and home visits for staff to take measurements. Bell hopes to implement this initiative into other areas of the business.
The introduction of an in-store map also enables customers to navigate the layout of the 25,000sq ft store more easily. Located at both entrances to the store, the maps feature a handy QR code to scan with a mobile device, allowing customers to explore Bell’s extensive range of products and departments while on the move. The maps also include details of upcoming events at Bell, keeping visitors updated on the range of events and demonstrations on offer.
In a move to further enhance the customer experience from start to finish, a referral hamper has also been launched. Those recommending Bell to new customers who then go on to purchase a kitchen or bathroom, will receive a Bell branded hamper filled with St. Giles Cheese, wines and beers.
As part of Bell’s new strategy, it has also committed to collaborating with fellow local businesses. The store’s first collaboration was with RAW Landscaping & Design. Together, a new 700 sq. ft. outdoor living display area – just outside the entrance to the store on Kingsthorpe Road – was created. It showcases the outstanding outdoor living spaces the two businesses can create when working together, offering customers a first-class outdoor living service. Latterly, Bell has also teamed up with fellow heritage brand, Jackson-Stops estate agent to offer customers the best in choice when it comes to all-things home.
Commenting on the new initiatives, managing director at Bell, Lee Ferris said: “As part of our new three year strategy we have invested a lot of time and effort in understanding the in-store experience from a customer’s perspective.
“Our customers are the heartbeat of our business and although feedback on our service and products has always been positive, we can’t stand still.
“We want to continue giving customers a reason to visit the store. That’s why we have not only invested in staff training and development but have also introduced new initiatives to further elevate the customer experience.
“As a destination store, we have got a lot to offer and feedback from customers so far is that they love the changes. As a team we look forward to welcoming customers, old and new, through the door.”
For more information visit the Bell of Northampton website.
