DIRECT COMMERCE ASSOCIATION
7
DIRECT COMMERCE ASSOCIATION
DCA ‘s April event saw it return to Te Queen’s Club, a very popular venue with members for the relaunch of the “new look” association which is now headed by Alex Pratt as Executive Chairman with Mark Wilby as Deputy Executive Chairman. Both took to the stage to introduce the Councils and their respective co-Chairs as well as the goals which they have for the coming 12 months. Via the four Councils: Catalogue ,
Digital, Multichannel and TV, member company executives will gain access to a wealth of new focused information via the
www.direct-commerce-association.com website and DCA events. Te new struc- ture has proved to be very popular with members in that it enables deeper and wholly relevant information sharing which can be seen now taking shape on the new website and in the structure of ongoing DCA events.
Spring Conference report
speakers was Graham Winn who operates Flowercard from Dubai via an outsourced model which is working very well for him. Graham quipped that he acquired the Flowercard business via an introduction made by a former DCA chairman and that those kinds of opportunities are an example of how valuable membership can be. He was joined for the session by Alex Pratt who owns Serious Readers and Greg Maull, a seasoned media professional who works with Winn on Flowercard’s customer acquisition and data analysis. Te DCA Digital Council invited Ben Freeborn of Interflora to join them for a discussion about the strategies deployed by the delivered floral gifts business with Natasha Cubitt, co-Chair of the Digital Council, Mel Henson and Lynne Wright of AWA.
Te Catalogue Council was represented At the Spring conference, members
heard from an interesting range of speakers who were happy to share their experience and engage in question and answer sessions. Amongst the guest
by Andrew Wilson and Tony Adams, the two co-Chairs. Andrew focused on the new role of the catalogue as a principal tool for developing brand awareness and driving both new customer acquisition and retention. He consigned squinch analysis, in its old form, to the past stating that, these days catalogues can create the desire to buy and by using pages creatively to tell the story and allotting more space for hero products. Te finer detail, he said, sits well online and is in place for when the customer comes to the site to buy. Tony Adams took the opportunity to look at new formats which are growing in popularity and the importance of matching look, feel, paper type and quality, binding and presentation to the brand. Katy Ingram, Multichannel co-Chair,
Latest members to sign up New members confirmed over the past month include:
• Attraqt • Azquo • ChasePaymentech • DJH Advertising • Entertainment Magpie • Guthy Renker • Long Tall Sally
• Opt-4 • •
• Piper PE LLP
Product Marketing Company Seton
• Trusted Shops Membership is growing significantly and offers a tremendous
value to all direct , online and multichannel retailers as well as specialist suppliers. With myriad opportunities for information sharing, collaborations and networking, plus tangible member benefits, and access to quality insight, DCA membership is a must for all sector businesses. For more information visit www.direct-commerce-
association.com or call the DCA team on 01271 855545.
facilitated an insightful discussion on multichannel marketing which drew a most attentive audience. A number of member companies operate retail stores or trade counters as well as direct catalogues and websites. Delivery options came under the spotlight here including the rising popularity of Click & Collect but as Katy explained at Feather and Black where she is marketing director, customers are somewhat unlikely to want to collect the bed they have purchased, and instead valued on time, pre-scheduled delivery to their homes. However it was becoming clear that Click & Collect had two major benefits – a choice for the customer who preferred to be able to collect at his/her convenience rather than wait in for a delivery – as well as a flow of customers into stores. Te TV Council was well represented
by Phil Haslam who took the opportunity to explain how accessible the TV medium had become in a session that explored long-form and short-form TV shopping commercials as well as selling opportunities via established TV shopping channels. Phil who leads the UK team for Guthy-Renker, a major US owned TV shopping corporation, also took pains to explain how his UK team adapted US produced commercials in order to make them more effective in Europe and showed some examples. Te day included a range of other
sessions from member companies and many of the presentations can be accessed by member company executives via the new Direct Commerce Association website.
Coming soon with a stellar
speaker line-up Te DCA Annual Summit takes place on June 4th at the prestigious Hurlingham Club. Speakers include international marketing specialist Michel Koch , most recently with Maplin Electronics, Pete Higgins who co-founded Charles Tyrwhitt and is an advisor to a number of multichannel businesses, Oliver Spark who is CEO of Multiyork, Victoria Laws and Allie Oldham of Scotts & Co, Jonathan Harman of Royal Mail’s MarketReach, Stephen Sumner of Entertainment Magpie, David Lockwood of Direct Wines, Cate Ferguson, Copywriter …. and many, many more. Te day will also include the very popular 5 minute “soap box” sessions and this year include one from client side members who each have a point to make, a tip to share, or a contentious topic they’d like to air – our President Nigel Swabey will take to the rostrum for this one. To access the full programme or discuss the day please contact our team in the DCA offices on 01271 855545.
Direct Commerce |
www.directcommercemagazine.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32