DCA
Q. WHAT ADVICE WOULD YOU OFFER TO YOUR FELLOW DIRECT MARKETERS? A. Always keep an eye on your numbers. Te beauty of direct marketing is that it is measurable, so you need to make sure that you do measure. I am an advocate of segmentation and data analysis and modelling.
Q. WITH HINDSIGHT ANYTHING YOU WOULD HAVE DONE DIFFERENTLY IN YOUR ROLE AT MR FOTHERGILL’S? A. Te pandemic has forced us to quickly reshape the business to be able to cope with increased demand and customer expectation. We’ve always known that we’d have to grow and develop, so in hindsight I would have done this earlier and more quickly to be better prepared for the challenges ahead.
Q. WHY DO YOU VALUE YOUR MEMBERSHIP OF THE DCA? A. Direct commerce is a fast-moving industry with a lot of shared issues, problems and opportunities irrespective of the type of product you sell. Te DCA helps to support businesses (large or small) across the whole sector, by providing an opportunity to come together in congenial surroundings to share ideas, discuss best practices and help to resolve the challenges that we all face day to day.
Working as part of a wider business that has very little understanding of this industry, the DCA
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provides me (and my team) with great support and networking opportunities that we simply wouldn’t have without them.
Q. HOW WILL THE GREENREGIS BRAND DEVELOP IN THE FUTURE EG DIVERSIFICATION? A. Te Greenregis brand itself won’t be developed as it is a vehicle for a whole stable of distinct, separate brands. We will be focusing on growing our core businesses alongside launching new, standalone brands. Whilst our current plans are based around home gardening, the shared infrastructure that we’ve created will allow us to explore completely different product categories in the future.
As with any business, it is always a case of having the time and resources to try new things, but we do try and continue to innovate. We have a lot of things to focus on, particularly online, such as the re-launch of Mr Fothergill’s website to make it more responsive and concentrating on new customer recruitment to drive database growth. We’re looking to launch some new brands in 2022 – so watch this space!
As an allotment holder myself, I’m particularly proud of the growth and development of the D.T. Brown brand – it’s one that I hold dear to my heart and I’ve really enjoyed journey that we’ve been on with it.
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