Shop Direct Group’s transformation journey to digital leader

by | Mar 5, 2013 | News

Shop Direct Group (SDG), the UK’s leading multi brand online retailer, is undergoing a transformation to become a world-class digital business. SDG recognises that its colleagues are at the heart of a successful transformation. A new purpose and values-led brand engagement strategy will help to inspire colleagues to perform at their best and create an even better business.

With major brands including very.co.uk, Littlewoods and isme.com, Shop Direct delivers more than 50 million items every year to its millions of customers. Christmas 2012 saw mobile/tablet driven sales up 150% with 37% of all customer contacts via a mobile device as the Group embraces the digital revolution. Online sales peaked at 80% – up from 74% in 2011.

“We’re taking a helicopter view and are on a journey of creating real cultural change,” says Jacqui Humphries, Group People Director at Shop Direct. “As we rapidly move to becoming a fully digital business, our new employer brand engagement programme will evolve the way we operate and behave as we embrace the new style of leadership necessary in a digital future.”

Cirrus is working in partnership with Shop Direct to help engage colleagues with the Group’s new brand purpose and values, to help build the world-class digital retailer of the future.

“The way we interact with customers is changing rapidly,” says James Evans, Communications Director at Shop Direct. “We need to ensure that our colleagues are fully aligned with our digital goal. It’s a new world where we’re our customers are communicating with us in real time via social channels including Facebook and Twitter – we need to ensure our engagement and colleague journey embraces this change. We’re only at the beginning of an exciting and in some areas unknown transformation. We’re going to be building our employer brand and engagement in a whole new way.”

Jacqui and James will join Cirrus at a very special breakfast event on the theme of ‘Being Brand Values’ at the OXO Tower in London on 21st March. They will share some of the valuable insights and learnings they have gained so far as they embark on their journey of transformation. Fellow guest speakers Liza Strong, Director of Resourcing, Talent and Development at EE, and Kerensa Jennings, Head of Strategic Delivery, Finance and Business at the BBC, will also talk about brand engagement in their own organisations. If you are interested in attending this exclusive event for senior leaders, please contact us.

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