Why I'm Wooing Older Women ; the Boy Who Was Dragged 'Kicking and Screaming' Into Littlewoods to Buy His School Uniform Is Now Back As the Boss and Wants His Customers to Feel Loved the Interview

Summary

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Mark Newton-Jones admits it was an uncomfortable experience. After becoming the chief executive of Littlewoods stores 14 months ago, he set about trying to find out what the chain's seven million customers thought.

'We had hundreds and hundreds of customer focus groups,' he recalls. 'I lost track of the number of customers we spoke to faceto-face and watching them through two-way mirrors while they talked about us.

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Why I'm Wooing Older Women ; the Boy Who Was Dragged 'Kicking and Screaming' Into Littlewoods to Buy His School Uniform Is Now Back As the Boss and Wants His Customers to Feel Loved the Interview

'They said things that gave us a great sense of direction, but were painful to hear. They said, ''We're loyal to you, but you've become old fashioned and frumpy. We don't want to go into a shop that sells miniskirts and crop tops.

We...

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