E-commerce Forum 2015: Donald Russell Case Study

Life in the Trenches - Donald Russell
Screen Pages E-commerce Forum
5th
March 2015

visit www.donaldrussell.com
 Founded in 1974
 Royal Warrant Holder to Her Majesty
The Queen since 1984
 The UK’s leading mail order and online
butcher
 Supplier to leading hotels and restaurants
in the UK and Europe
 Turnover of £35million for 2014
Who are Donald Russell?

 Founded in 1974 as a trade and export
butcher
 Founded by farmer William Donald and
company “Russell Meats” …
 Donald Russell isn’t a real person…!!!
 Exported direct to hotels in 32 countries
throughout Europe & the Far East
Our History

 Supplied -
 Starred Restaurants – Raffles,
Singapore
 Euro Disney – Paris
 Migros – largest supermarket chain in
Switzerland
 1996 - £15m turnover – 95% export and 5%
to home market
Our History

Then…
Our History

March 22, 1996 – Total UK Beef Export
Ban Worldwide
Disaster!

 All export stopped OVERNIGHT (95% of
business)
 Searching for new markets, customers and
products
 New opportunities – product diversification,
new brand creation
 Mail order – Donald Russell Direct was born
Fight for Survival

Fight for Survival

 UK’s leading mail order and online butcher
 Currently over 600,000 customers
throughout UK
 Multi-channel – Phone, Online, Post…
 Mail 5 million mail packs and send
25 million emails annually!!!
Donald Russell Today

 Donaldrussell.com was launched circa 2002
 Partnered with Screen Pages in 2008
 Online growth 2008 onwards following change
of online strategy
 Moved to Magento Platform October 2011 and
Enterprise in May 2013
 Launching European sites in March 2015
Donald Russell Online

 £9 million turnover
 1.67 million website visits
 940,000 unique visitors
 53.3% new visits
 137,000 orders
 8.26% conversion rate
Online Statistics 2014

Beef Steaks Beef Roasts Lamb Pork
Poultry Game Fish / Seafood
Ready Meals
Desserts Vegetables /
Sides
What Do We Sell?

1) How do Donald Russell plan, execute
and measure their marketing activities?
2) What have I learned in the past 2
years…?!
Today’s question…

 Right Product
 Right Price
 Right People
 Right Place
 Right Promotion
The goal of our
Marketing Activities
Easier said
than done!!!

 Right Product
 Right Price
 Right People
 Right Place
 Right Promotion
Easier said
than done!!!
The goal of our
Marketing Activities

 Know your Product!!!
 Benefits to the customers – USP’s
 Remember a USP is a “UNIQUE” selling
point…not just a selling point
 Relate your product to the target
audience…why should they buy?!
Product…

 Benchmarking
 Who are your competitors … monitor them!
 Don’t price yourself out of the market
 Commercial balance –
promotion vs profitability
and brand perception!
Price…

 Know your customer
 Targeting the correct audience is CRUCIAL
 Segment your database!!!!!
 Not all customers react or behave the same
so dig deeper into your database
People…

 From 2 segments…
 to 6 segments…
 to 30 segments…
 now have 500 individual and unique
segments!!!!!!!!!
 Get closer to individual customer behaviour
People…

 Different discount and offer for different
segment
 Free Delivery
 Half Price
 10% Off
 Time limited offers
 Order builders (incentivise)
 Free Gifts
 Buy One Get One Free
People…

 Identify Key Channels
 Offline
 Online
 Both!?
 We are part of the Multi-
channel generation…we
even use some at the same
time!
Place…

Place…

Multi-Screen
living room!

The new romantic
night in!!!

 Customer may start and end journey through
different channel
 Consistency of message and communication
through all channels!
 Customers will not always use same channel
 Expect same product, service, feel and overall
experience from all!
Place…

 Promote your product/service in the right
way to your customer!
 It used to be simply the case that you
just had to stock and sell a product!
 Now you need to do so much more to
attract or keep a customer!
Promotion…

 The OLD Way!
Promotion…

 The NEW Way!
Promotion…

Disrupt…

 DISRUPT
o You need to win my attention and
STAND OUT!
o Make me stop and take notice
 Don’t be predictable and “boring”
 Attractive and creative design
 Email Subject Header
 The unexpected!
Disrupt…

Delight…

 DELIGHT
o Connect EMOTIONALLY with your customer
o Tell your story!
 What makes you different…?
 Make a connection…through words and
images!
o Get the customer to like you!
Delight…

 Remind them! – USP’s, “Why to buy”, Who
we are!
 Endorse – Testimonials & Reviews!
 Remind them of benefits in words…but
make sure and make the benefits clear!!!
Delight…

Drive…
 DRIVE
o Get the customer ENGAGED!
o Get them to DO SOMETHING!
 Go online and do/see something
 Enter this competition
 Like us or share our content!?
o Push to your store/website

Drive…

 Know and set your KPI’s
 Turnover / sales
 Average Order Value
 Margin
 Response Rate
 Cost per Order / Cost per Customer
 Set targets based on previous performance
 Set targets overall, by campaign and by
segment
Measuring

 Know your Product!
 Know your Customer!
 Know your Channel!
 Know how to Communicate!
 Things never stay the same…!
Summary

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E-commerce Forum 2015: Donald Russell Case Study

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E-commerce Forum 2015: Donald Russell Case Study