Case Studies : DBF Supports Direct Sales Growth for Britain's Favourite Home Diary
Contact centre consultants at DBF are now in the second month of pre-Christmas peak sales for the 2016 Dairy Diary which, with sales of over 30 million since its launch in 1982, remains firmly established as Britain's most popular home diary.
During a short but busy peak period through October to December, DBF expects to sell around 50,000 copies of the Dairy Diary and associated products, and to process orders and despatch for up to 150,000 more that are sold to the dairy trade for doorstep deliveries by the UK's 5,000 plus milkmen. Since DBF was appointed to manage the operation in 2008, Dairy Diary's direct-to-consumer sales have leapt 44%.
"Diaries are, perhaps, just about the most seasonal consumer products imaginable," says Nick Rowe, Divisional Manager at Eaglemoss Consumer Publications, who publish the diary. "That means its vital for us to have a flexible resource to manage telephone, postal, email and online sales, order processing and fulfilment. Outsourcing was our only realistic option and DBF has proven to be our best possible choice."
DBF does much more than simply take orders for the Diary. It processes payment through its PCI/DSS compliant system and manages despatch in direct contact with its fulfilment house. "This is a complete outsourced operation," says DBFs UK Managing Director, Peter Gale. "Nick and his team rely on us to manage the whole operation." However, though the operation is outsourced, Eaglemoss retains full visibility. "We have real time access to DBF's order management and fulfilment system, which allows us to see the status of every sale and track every order to completion," says Nick.
Nice Rowe appreciates not only the operational flexibility that DBF brings, but the quality of teh experience they deliver to Dairy Diary's loyal but demanding customers. "Every year around 65% of sales volume is repeat purchase - often to individuals and families who have relied on the diary for years," says Nick. "They feel a personal connection to the brand, which has to be reinforced by an excellent customer experience when they call to make their order."
Launched by the Milk Marketing Board to support doorstep milk sales in 1982, the Dairy Diary faced the risk of decline as the UK's population of milkmen began to fall. It was acquired by Eaglemoss in 2000 and a strong focus on direct-to-consumer sales has maintained the diary's poll position. "If the Dairy Diary were qualified to enter, it would make the top 5 of the UK's hard back non-fiction best seller list every year," says Nick.
Dairy Diary is one of many products DBF supports for the international partworks publisher, Eaglemoss. The company creates around 80 partwork magazine collections every year for which DBF provides a subsciption and fulfilment operation across Europe, in multiple channels and languages. DBF has successfully managed sales and end-to-end customer experience for over a million partwork subscribers for over ten years, generatign £150 million in revenues for Eaglemoss.
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About CCA International:
CCA International is an international core contact solution provider in the outsourcing market. CCA International’s service offering spans the customer contact via a multi-channel platform. Launched in the UK in 1992 and acquired by CCA International in 2000, it operates 17 contact centres across 7 countries and is listed on the Euronext, Paris where it has its headquarters. It employs 4,500 staff globally with 600 in the UK.
Published: Thursday, November 26, 2015