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Highlights from the DCA Spring Conference 2015

dca-logoIt was a big day for the Direct Commerce Association on 23 April 2015. On a sunny day at the glorious surroundings of Queens Tennis Club the trade group for multichannel retailers unveiled its five new councils. Presentations followed from each of the new councils: Catalogue, Digital, Multichannel and TV, ably chaired by Alex Pratt OBE of Serious Brands and Mark Wilby of Nauticalia.

AWA digital and our client, Flying Flowers (part of the Interflora group) spoke for the Digital council, taking part in a Q&A hosted by Council Chair, Natasha Cubitt.

Ben Freeborn, Head of Sales & Marketing at Interflora Portfolio Brands, gave a fascinating insight into how Flying Flowers achieved double digit sales growth from making seemingly tiny changes to the website. Mel Henson, Head of Creative at AWA, then gave delegates a look under the bonnet by showing how the process of Conversion Rate Optimisation (CRO) had been applied to yield these incredible sales increases.

In another first for the DCA a new format was introduced – speed presentations of 5 minutes each from 7 different presenters. Lynne Wright, Operations and Marketing Manager at AWA, had delegates furiously scribbling notes as she revealed her top 6 free or nearly free CRO tools. Take a look at the presentation here:

Lunch on the terrace in the sunshine was a great opportunity for networking. Other highlights of the day included:

  • Phil Anderson of Entu, Katy Ingram of Feather& Black, Alex Pratt and Mark Wilby shared highly practical details of how they maximise opportunities across multiple channels.
  • Chair of the Catalogue Council, Tony Adams, with Andrew Wilson of Allergy Best Buys gave an entertaining talk and made a convincing case for catalogues as a vital part of any successful ecommerce business.
  • Graham Winn of Flowercard and Greg Maul of The Specialist Works explained how data is helping them boost revenues online
  • Phil Haslam of Guthy Renker lifted the lid on the world of TV advertising for multichannel retailers.
  • Branding was explained with clarity and vision by Chris Terelak of Chris Terelak Consulting,
  • Patricia Heinemann gave the lowdown on distance selling in Germany, sharing valuable tips for multichannel retailers looking to do business in Europe.

The day ended with a series of round tables, on topics as diverse as coalition marketing, how to minimize negative reviews, black Friday, and opportunities for British catalogues in the US.

With m-commerce looking set to overtake ecommerce this year, and the mobile-friendly update to Google’s algorithm, AWA focused on optimising mobile sites. For top tips on mobile CRO take a look at our presentation here:


If you have any questions about any of our presentations from the DCA Spring Conference, leave a comment below.

Interested in attending a likeminded event with the opportunity to network with other multichannel retailers? Join us at the DCA Annual Summit on 4 June

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