October 2024
ertonline.co.uk
It’s been an 18-month long project with delivery now scheduled for January next year. This implementation will improve efficiency and process across inventory management, order processing, CRM, Epos, ecommerce, and financials. “This will bring a new way of working that will ultimately create a stronger foundation for growth in 2025 and beyond,” explains Mr Donaghy. “The UK retail market continues to be affected by high inflation and the cost-of-living crisis,” he goes on. “There is a focus on essential products and, as a result, it is a challenging environment for non-essential categories. “Like every year, business has its challenges, but we always say that a business that can adapt is a business that can survive and thrive, a sentiment supported by our 60th birthday this year. We rolled out an aggressive marketing strategy for the Northern Irish market and, as a result, footfall has significantly increased across both our retail showrooms. We are currently reporting record-breaking numbers within this market.
Mr Donaghy says this simply encouraged him and his brother to reassess their ways of working to improve efficiencies and adopt a leaner approach across the business. They are now reducing the number of SKUs they are selling, he adds, focusing on brands that give the company better support and models that offer a better margin while also having a high demand. “We are currently preparing for the strongest trading months in the history of the company,” reveals Mr Donaghy. “Our marketing and website teams are busy working on campaigns and key messaging and we are confident that we will finish 2024 in a strong position!”
A family affair
In 1964 when Donaghy Bros was first established, electricity wasn’t even available in most Northern Irish homes. Sean Donaghy, James’s father, and his brother Tommy first began by selling batteries, bulbs and cable wire and, as the demand for electrical appliances grew, so did their portfolio. Soon, they started offering kettles, toasters and then black and white televisions. Later, in 1978, James’s father and his other brother, Gerard, opened a second store in Limavady.
We always say that a business that can adapt is a business that can survive and thrive!
“More generally, however, I do believe that the market is still recovering from the Covid years. With uncertainty throughout the supply chain during this time, retailers had to hold large amounts of stock; then, when restrictions eased, we saw a period of lower demand and lower margin – which is never much fun for hardworking retailers!”
The new Limavady store. Above left: The three original Donaghy brothers
Today, a significant portion of the retailer’s sales come via its website, and it supplies products right across the UK and Ireland from its 75,000sq ft warehousing facility. Looking back on 60 years of business, Mr Donaghy reflects: “Ultimately, we wouldn’t be here without our loyal customers, so we decided to celebrate by hosting a customer appreciation weekend in June. It was a fantastic event and there was a great buzz! We enjoyed cooking demonstrations, coffee masterclasses, live music by local musicians, and we even had a magician for the kids! Events like this really bring the local community together, and I believe that is what local independent retailers are all about.” Referring to the renovation of the Limavady showroom, Mr Donaghy said he wanted to focus on delivering an exceptional experience for his customers with stylish displays using technology to help improve efficiency and service. There’s also a coffee dock, a children’s play area and electric car charging points outside. “I think it’s our forward- thinking ethos that means we are never standing still and always striving to stay ahead.”
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