DCA
Q: WHAT MAKES YOUR PRODUCT OFFERING SO POPULAR? A: I feel we have ignited the imagination of young and old alike with our unique brand of wooden puzzles, which are much more delightful and challenging than cardboard. New generations of puzzlers around the world are now enjoying this traditional pastime but when they discover our puzzles, they often find them addictive in the nicest possible way. Key to our success is listening to our customers, understanding their changing needs and developing new puzzles for them to enjoy.
Understanding all the key elements that help us to deliver exceptional customer experience and fiercely guarding our ability to control them, ensure we continue to delight our customers. We try to ensure our raw materials and processes are aligned to the natural sustainability of our products. Hence our wooden board comes from sustainably managed forests, our boxes are made in the UK using recycled material, and we do not use plastic in our packaging. Plus, our puzzles are made to last, so they can be enjoyed time and again, or passed on to someone else to enjoy.
We have a strong business model which is unique to us and a great team, some of whom have been with us for many years and some who have only recently joined us. Tis melting pot of old and new is perfect for our brand, which is all about transforming an old traditional pastime into something new and relevant for the way we live our lives today.
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Q: HOW DO YOU MARKET YOUR PUZZLES? A: Today we sell most of our puzzles directly to consumers via different country websites; Te USA and UK are our main markets, but we are trying to grow in other regions with obvious potential.
We use a range of on and offline media to drive traffic to our websites for customer retention and recruitment. We have a strong customer database of active buyers, some who have been buying directly from us for over 10 years, so direct marketing using catalogues and emails is key.
We use Klaviyo for email marketing and our customer data is managed by More 2, giving us access to a single customer view which informs much of our customer marketing. We also work with Unifida on media attribution which identifies customer behaviour prior to ordering, so very useful for understanding how effective different media is at creating awareness or closing the sale.
We use catalogues for customer recruitment and TV advertising works well for us in the UK. Organic SEO drives a lot of traffic as brand searches are high, particularly during peak trading periods but being in a relative niche we have not managed to generate significant volume from non-brand terms yet. Tere are some things we have never tried, as our challenge in recent years has been lack of production capacity to meet customer demand, particularly during peak season. We have recently invested a lot into our production facility, so now
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