Engaging with members online and in their communities

Last week, Alex blogged about the ways members are giving feedback through the opportunities on the Membership website. Members are already talking to us about existing products, ideas for new ones and ways we can improve their experience. Since September when we launched the new membership:

  • over 800 members have been helping our local sourcing team find the best British beers by suggesting local ales they want their Co-op to stock
  • 1300 members helped our food teams by answering questions about their favourite pizza toppings, bases and sauces
  • over 1000 members have helped the Co-op Brand team explore our baby ranges, pet food and Free-From range

We’ve always had a range of online opportunities that members can get involved in, but recently the Member Voice team have been organising offline opportunities within local communities that members can sign up to through the Membership website. The aim of the research is the same but it’s more personal and often more in depth. And often more fun!

Visiting members in their communities

One of the most useful ways to gather information on members and their relationship with the Co-op is to visit them. Me, Mark Robinson-Field and Jo Warburton from the Member Voice team have been out in communities, getting members together or catching up with them in their routines.

Dog walking in Wales

With the help of the local Member Pioneers and Deb Wozencraft, the Co-op Engagement Advisor covering Wales, we organised dog walks in Wrexham and Machynlleth. We wanted to find out about our members’ pet food buying habits so we could see if we’re meeting their needs. We asked them where they buy dog food and what type they go for, whether the Co-op is their first point of call or more of a top-up shop. We also asked whether they buy doggy treats from us.

Members and their dogs outside the Co-op store in Wrexham before the dog walk.

Baby talk in Didsbury

We also dropped in on a parent and toddler group in Didsbury to talk to members about their shopping habits when it comes to their children.

We asked parents to arrange cardboard cut-outs of various, unbranded baby/toddler products on a shelf. It helped us understand what they need from their local Co-op and which products, in which size packs, would be make their experience easier and quicker.

Activity completed by parents in Didsbury. Image shows the types of baby products parents would like to see stocked in their local Co-op.

It takes time, but it’s worth it

We’ve found that this kind of contextual research is invaluable because we get to see a slice of people’s lives. It helps us understand more about their lives, how we fit into them and how we can meet their needs better.

Members have been phenomenally generous with their time in supporting their Co-op. In fact, since September members have given over 780 hours of their time to making their Co-op better, that’s 33 days!

Members can visit membership.coop.co.uk to find out how they can make their local Co-op better for their community. If you’d like to become a member you can sign up for membership.

Our member voice team is growing. If you think you can help us understand and enhance the impact of our Join in activities, why not find out more and apply today?

Terry Mcleod

4 thoughts on “Engaging with members online and in their communities

  1. Alexis Batey November 30, 2016 / 4:18 pm

    haha – Prosecco bottom shelf next to the Nappies!!!!

    Like

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