Growthcraft / Customer Experience

Customer experience that shows up in the till, not just the survey.

Growthcraft is a customer experience consulting firm — or agency, if you prefer — for retail, hospitality and consumer brands. We design and deliver CX across store and digital — journeys, service design, colleague behaviours and measurement — built around one test: does it move footfall, conversion and spend. Not NPS theatre. Revenue.

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What we help with.

Customer experience strategy

Where your experience wins, where it leaks, and which moments actually drive revenue — a CX strategy anchored in customer research and commercial data, not personas on a wall.

Store & digital journey design

End-to-end journey redesign from discovery to post-purchase, across store and digital — including the service blueprints and colleague behaviours that make it real on the shop floor.

CX measurement & voice of customer

NPS and CSAT frameworks built around moments of truth, wired into trade meetings and feedback loops — so experience data changes decisions, not just dashboards.

Experience-led operating models

Embedding customer experience into product stage gates, planning cycles and investment decisions — so experience is an input to decisions, not an afterthought.

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How mature is your customer experience, really?

Most businesses know their experience isn't where it should be, but not which capability is holding it back. Eight questions score you across strategy, insight, journey design, culture, technology and measurement — then show you the two gaps capping everything else.

8 questions 3 minutes Instant result
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1Ad hocBy accident
2AwareIn pockets
3DevelopingInconsistent
4EmbeddedHolds under pressure
5LeadingAn advantage
Case study · Retail & F&B portfolio, MENA

From flat footfall to 8% growth.

Redesigning omnichannel experience across a portfolio of global retail and F&B brands.

The problem

A retail and hospitality group operating 70+ brands across 13 markets — spanning fashion, beauty, coffee and casual dining — with flat footfall and inconsistent experience across store and digital. Experience decisions were made brand by brand, with no shared view of which moments drove spend.

What we did

Led customer and colleague research across three markets, then redesigned the customer journeys from discovery to post-purchase across store and .com. Embedded customer KPIs and experience principles into commercial planning and weekly trade meetings, and trained store and head office teams to run the new experience — over 1,500 colleagues taken through the change.

The result

Footfall and spend per visit rose across the portfolio — and experience stopped being a brand-team topic and became a trading lever reviewed alongside sales and margin every week.

8%
Footfall growth across the portfolio
10%
Higher spend per visit (ATV)
1,500+
Colleagues trained on the new experience
Case study · Specsavers

The booking journey, end to end.

Designing and building Specsavers' 4-step eye-test booking journey.

The problem

Booking an eye test needed to work as one clear, low-friction journey — from finding a store to confirming an appointment — without customers dropping out partway through.

What we did

Designed and built the end-to-end booking journey: a 4-step flow — Where, What, When, Who — that takes a customer from store search through to a confirmed appointment, live on specsavers.co.uk today.

The result

A single, consistent booking journey used for eye tests, hearing tests, contact lens appointments and home visits — the front door to the business, live today.

4
Steps, start to confirmed appointment
See it live →
specsavers.co.uk/book/location
Case study · Union Coop, Dubai

From cost-led to customer-led — the shift, visualised.

We built the strategy to move Union Coop from cost-led to customer-led — across a customer transformation track and a business transformation track that makes it stick.

Union Coop — operating model shift

The shift — cost-led → customer-led

What does this cost?→What earns the relationship?
Blanket promotions→Personalised value
Dashboard reporting→Decisions changed by customer evidence

Two parallel tracks — customer transformation and business transformation — sequenced into a board-ready roadmap.

Case study · LEGO

From points scheme to loyalty experience.

Developing LEGO's loyalty strategy and the experience design behind it.

The problem

LEGO wanted to deepen its relationship with its most engaged fans and families — moving loyalty beyond a simple points scheme into something that felt like part of the LEGO experience itself.

What we did

Developed the loyalty strategy and experience design — the value exchange, membership journey and touchpoints — so the programme reinforces the brand rather than sitting alongside it as a bolt-on discount scheme.

The result

A loyalty strategy and experience blueprint built to be delivered as one connected relationship, not a transactional points ledger.

Frequently asked

Customer experience consultancy — questions.

What does Growthcraft's customer experience consultancy do?

We design and deliver customer experience across store and digital — CX strategy, journey and service design, colleague behaviours and measurement — built around one test: does it move footfall, conversion and spend, not just NPS.

How does Growthcraft measure customer experience?

We build NPS and CSAT frameworks around the moments of truth that actually drive revenue, and wire them into trade meetings and feedback loops so experience data changes decisions, not just dashboards.

What results has Growthcraft's customer experience work delivered?

Across a portfolio of global retail and F&B brands in MENA, our team's omnichannel CX redesign contributed to 8% footfall growth and 10% higher spend per visit, with over 1,500 colleagues trained on the new experience.

Is Growthcraft a customer experience agency or a consultancy?

Both terms describe the same work here — strategy, journey and service design, delivered hands-on rather than handed off as a slide deck. Call us whichever fits how you buy; what matters is the same test either way: does it move footfall, conversion and spend.

Sound like your problem?

Tell us what you're trying to move — we'll tell you, straight, whether and how we'd fix it.

Email us info@growthcraft.co.uk