The Co-op Digital Team has been re-vamped as Co-op Experience in a bid to strengthen team collaboration, “reconsider the structure” and focus more on “outcomes rather than outputs”.
Co-op Experience will overlook design, content and customer experience, product (CX), delivery, Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO).
The Co-op’s chief product officer Adam Warburton has stated the reorganisation will give more opportunities for different teams to work more closely.
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By building a multi-disciplinary team, Warburton assured, “it will be easier to embed experimentation and measurement from our CRO experts deeper into our product teams; and our content design community and SEO specialists have many complementary skills we can explore.”
Warburton also claimed the term “digital” was associated with outputs and limited to “straight-forward delivery check-list features” rather than the “overarching aim” of outcomes.
“Output is an instruction, it doesn’t give much opportunity to explore how much value it may add. Its success can only be judged whether it was delivered,” Warburton said.
“However, we focused on an outcome. We wanted to: increase conversion by 10% in our Membership registration flow for new, in-store customers.”
This way, the team was “free to explore different solutions” that were efficient, more affordable and more impactful than “simply adding Apple Pay.”
The solution wasn’t digital at all, Warburton noted, as the outcome was delivered by iterating paper leaflets in-store.
“Our work is not bound by screens and apps. Crafting valuable services and positive experiences for our customers, colleagues and communities is the highest priority for this group of teams,” Warburton added.
“This is why ‘Experience’ now better reflects what we’re striving for.”
The news comes as Co-op floor workers won a key legal argument in a battle to secure equal pay with warehouse staff last week.
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