How ‘Best Places to Work’ retailer Dunelm used world-class technology to drive 600% increase in communications engagement during COVID-19 pandemic 

The approach

Reward Gateway immediately got to work on creating a bespoke range of benefits and discounts that would engage Dunelm’s broad staff demographic. The entire process needed to be as seamless as possible, so that all employees could easily log on, browse and apply for the discounts they wanted with minimal fuss. 

From there, Dunelm decided to build more initiatives into the platform – dubbed internally as ‘Home Comforts’ – including recognition pieces, eCards and a company-wide news feed. And as the events of 2020 unfolded, it quickly became clear to HR and senior management that the Home Comforts hub could play a vital role in their internal comms and content strategy.

Ben Waterfield, Internal Comms Manager at Dunelm, says:

“There have been periods this year when our stores needed to close completely and the platform naturally became the main way to stay in touch with everyone. It has allowed us to communicate key updates and video messages from our senior leaders two or three times per week and, more importantly, we can actually see the engagement, likes, comments and feedback from staff that have viewed the content – and then act on it!"

Thriving in the face of adversity

As a retailer dealing with the mass exodus of employees, Dunelm has faced huge challenges in keeping their workforce healthy, happy and engaged, so the HR team was quick to prioritise employee wellbeing and provide support for all members of staff when the pandemic hit.

Dunelm also launched an initiative called ‘Colleague Support Fund’ during its furlough period, which allowed staff to apply for a 20% salary top-up directly through the platform, providing extra financial support during tough times.

As for peer-to-peer recognition, Ben’s team has seen uptake of their eCard system soar since launching in late 2019, particularly in response to the pandemic. This provides staff with a quick and easy way to acknowledge the efforts of their fellow colleagues, though it also helps bring great work to the attention of senior leaders and generate a real sense of community throughout all corners of the organisation.

“The eCard system has become embedded as a key part of our culture over the past year,” Ben adds. “It’s so powerful to see the likes, comments and shares that these recognitions get, not just from the people who receive them but equally all the people in the team. We also like to keep things fresh by introducing new designs and messages every few months, something which Reward Gateway always supports us on.”