The Marketing department is based in Church and manages all of the Express Gifts brands. Activities include recruiting new customers and retaining active existing customers via complex and targeted mailing programmes.
It is important to focus on the key recruitment triggers that encourage a customer to place their first order and then to maintain their interest through product offerings, discounts and other marketing incentives.
Brands include the two main direct brands, Studio & Ace, and the Webb Ivory Fundraising brand. There is also a small cash with order brand - Health & Home shopping, where the core merchandise is targeted at the over 70s market.
Over the last 8 years the internet has become a key mechanism for customers to browse product, place orders and manage their account. It has become a dynamic mechanism for testing new lines and also clearing remaining stocks. There are over 40,000+ products on the Studio and Ace websites accounting for 53% of all orders and 56% of net sales.
Also included in the Marketing department are the Publications and Pre Press teams who put together all of the catalogues, leaflets and marketing stationery.