EP 02: How UK Hamper Company: Virginia Hayward Prepare for the Christmas Season that Accounts for 95% Revenue
2X eCommerce Podcast
· with Sam Hayward, Justin Walmsley
· November 25, 2014
· 47 min
Summary
For seasonal businesses, particularly those reliant on a single peak period like Christmas, this episode offers a rare look into how a £10M company, Virginia Hayward, meticulously plans 10 months in advance to capture 95% of its annual revenue. E-commerce operators will gain actionable strategies for long-term seasonal preparation and online customer acquisition, even if their seasonality isn't as extreme.
Key takeaways
Implement a 10-month-plus planning cycle for your peak season, focusing on inventory, staffing, and marketing well in advance of demand spikes.
Diversify sales channels by supplying established retailers while simultaneously building a robust direct-to-consumer online presence.
Develop distinct online customer acquisition strategies tailored to seasonal surges, allocating resources to maximize impact during critical periods.
Leverage insights from wholesale relationships to inform and refine your direct-to-consumer brand and product offerings.
Invest in understanding and optimizing the online journey for customers during high-volume periods, as 30% of sales come from online acquisition channels for Virginia Hayward.
Themes
customer acquisitione-commerce growthseasonal business strategywholesale & retail integration
Over the last 30 Years, Virginia Hayward have been wholesalers and more recently online retailers of Hampers and Gifts with a heavy seasonal emphasis on sales at Christmas time.
Virginia Hayward supply a number of quite well known UK household retail brands like: John Lewis, Waitrose, Selfridges, Interflora and FunkyPigeon.com.
I had the privilege of quizzing both the Sales Director, Sam Hayward and Head of Marketing, Justin Walmsley about their online customer acquisition marketing strategy and tactics.
They are a £10 million ($15.5 million) turnover company with 30% of sales coming from online acquisition channels.
How do they prepare over 10 months to cash in on 95% annual revenue. This interview will be of particular interest to online retailers with seasonal businesses.
http://2xmedia.co/podcast/ep02/
Frequently asked about this episode
What does this episode say about customer acquisition?
Implement a 10-month-plus planning cycle for your peak season, focusing on inventory, staffing, and marketing well in advance of demand spikes.
What does this episode say about e-commerce growth?
Diversify sales channels by supplying established retailers while simultaneously building a robust direct-to-consumer online presence.
What does this episode say about seasonal business strategy?
Develop distinct online customer acquisition strategies tailored to seasonal surges, allocating resources to maximize impact during critical periods.
What does this episode say about wholesale & retail integration?
Leverage insights from wholesale relationships to inform and refine your direct-to-consumer brand and product offerings.
What does this episode say about customer acquisition?
Invest in understanding and optimizing the online journey for customers during high-volume periods, as 30% of sales come from online acquisition channels for Virginia Hayward.
