Glasgow Business . 21
www.glasgowchamberofcommerce.com
Golden Charter, winner of the
Glasgow Business Award 2012 for E-commerce
GOLD STANDARD FOR BUSINESS
G
olden Charter was the winner of the Glasgow Business Award 2012 for E-commerce. As a business that sells funeral
plans, Golden Charter works in one of the most difficult and challenging areas of serving the public. It is a trade that requires tact and sensitivity
and so the challenge to take those qualities online was great and has been met extremely well by Golden Charter. It won the award because of this
achievement and its designing, building and operating of four separate e-commerce platforms to take its product to what is oſten a non-computer savvy market. Each of the Golden Charter online sites is
designed to address the needs of different markets and sales channels. Its e-commerce strategy, which so
impressed the judges in the awards, focused on
three elements: continuing solutions for their resellers, streamlining internal processes and continued testing and refining of their systems. Within a year of puting its online sites up,
they were generating 20 per cent of the sales of the Golden Charter funeral plans, a percentage that is continuing to rise. Matching the qualities online that it
displays consistently in its business, it is clear why aſter 20 years of operation Golden Charter is the largest and fastest growing independent funeral plans provider in the UK. More than 300,000 people of the one
million plus who have taken out a funeral plan in the UK have done so with Golden Charter. From its HQ, in the Canniesburn area of
Glasgow, Golden Charter works solely on behalf of more than 2,800 independent funeral directors across the UK. It has been successful in building its business by helping secure the long-term
future of independent funeral directors’ businesses through increasing their market share and enabling them to compete against the larger corporate providers. Part of the way it does this is through
running a national awards ceremony which marks the best service provider in different regions of the UK. Regional Funeral Planners of the Year are
awarded the titles for their dedication and their service to their local community. Ronnie Wayte, Managing Director of
Golden Charter, said: “Now that independents hold the majority of market share, our awards ceremonies truly highlight the best the profession has to offer. “Trough these awards Golden
Charter celebrates personal excellence and professional commitment in one of the most difficult and challenging areas of serving the public.”
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