The Customer Community brings together retail and associate members to focus on topics such as customer experience, customer journeys, customer sentiment and trends, and the supporting analysis and customer-centric innovation that enhance these. 

We delve into specific areas such as customer relationship management, personalized marketing, loyalty and conversion and retention, and leveraging data analytics to understand customer preferences and behaviour. 

By sharing insights, best practices, and industry trends, the group aims to equip its members to understand the landscape of opportunities and thought leadership in this space. 

Member input and feedback are crucial for us to deliver this aim successfully. Please contact Director of Insight Kris Hamer with any thoughts, suggestions or feedback.


The following key roles and the teams that report into them:

  • Chief Customer Officer
  • Director of Marketing / CMO
  • Head of Customer Experience
  • Chief Retail Officer
  • Director of Retail Strategy
  • Director of Retail Development
  • Chief Operating Officer (COO)
  • Chief Commercial Officer
  • Head of Merchandising
  • Head of E-commerce
  • Director of Customer Relations

Community Manager

Kris Hamer

Director of Insight

Kris leads the BRC insight offer for its members and subscribers. He joined the BRC in 2022, having worked within the industry for over 25 years. Kris started his career on the shop floor at Tesco and Waitrose and subsequently led insight and operational change teams at major UK retailers including Asda and SSP Group. He has a PhD in applied statistics from a study on retail data and is a visiting fellow of Henley Business School. Kris is a champion of the opportunities the industry provides to people of all backgrounds and is passionate about simplifying complexity that enables understanding and drives action.

Contact Kris by email.