Whilst some of us are responsible for a single channel, many have a wider remit and key foundations like data, brand, CRM, technology infrastructure, buying & merchandising, and customer service operations all sit here. In this quickly evolving landscape, what serves us well today may not be ideal tomorrow. We need to stay on top of trading legislation, to ensure that our member businesses lead rather than follow, and stand up as role models for others.
Alongside the practical issues we need to address, multichannel is also changing company culture and redefining the development needs within our teams. Our Council has been created to promote best practice, to provide insight and know-how across all the key areas, and more. We aim to offer strategic, practical and insightful information for business owners and principals, senior management and all those whose work supports and leads multichannel trading.
I have just completed my first year as Head of Marketing at bedroom retailer, Feather & Black - my career coming full circle back to the world of home interiors where I started marketing at magazine publisher EMAP over 15 years ago. Whilst many things are reassuringly familiar in the world of home furnishings, the role of marketing and the customer experience have changed for ever. Multichannel retailing hadn’t been invented back then! The customer journey for the Feather & Black buyer today, like many of your customers, is a blend of digital, direct and in store. The roles of each of these channels are constantly evolving. It is both exciting and challenging to stay ahead of the game, create great retail theatre and do it profitably. Having access to the DCA over the years has been a great way to share the successes and more importantly the failures with colleagues in the industry as the multichannel model evolves. My previous roles were at The White Company where I spent 6 years during its first phase of growth (from catalogue, to digital and then retail) as Marketing Manager and then Marketing Director. I then joined Gray and Osbourn (owned by N Brown Group) as Commercial Director selling special occasion wear via catalogue and website. My other passion is leadership and development; and for the past few years I have been involved in supporting Aspire Companies both as mentor in their programme for the charity sector and providing support at their coaching and leadership programmes. I am also one of the founders of the Aspire Circles networking events for women in business which now has groups across the country.