Daylesford Organic's rather beautiful farm shop on Ocado. Here is Jamie Mitchell, CEO of Daylesford Organic, to tell you what being on Ocado has meant for Daylesford's sales:
"For the past 7 years, I have had a bit of a crush on Ocado. Why? Well, let’s start with the service. As an internet only grocer, they have proved themselves time and again with their world class innovation in web-ordering and delivery. Their shop is the most intuitive of all online offers, and who hasn’t felt the warm glow of customer loyalty when that text arrives to confirm the imminent arrival of a food order, informing you the name of the driver, the name of the van and, in rare circumstances, any items they haven’t been able to fulfill?
Jamie Mitchell, formerly Innocent's UK Managing Director, and now CEO of Daylesford Organic, shares with us his thoughts on why small brands can always win against big ones. Many thanks to you, Jamie.
In his words:
"Having worked with, met with and generally hung out with lots of small, independent brands, one thing comes through over and over again when I think about which ones are most likely to succeed in their chosen (viciously competitive) market: “I think, therefore I am”. OK, so maybe linking Descartes' existential theories to strategies for small brands may be a bit of a stretch, but let me try and convince you.
It's a new year, so why not do things differently, cheaper but better?
I've worked with Lucy Thomas, NPD Manager at innocent drinks, on several new product development projects. She's agreed to do a bit of sharing on the topic here so you can benefit from innocent's cost-effective ways of developing new products.
Here are her thoughts:
I work with founder-led companies. Innocent, Rude Health, Graham & Green, and Jamsmith, wonderful artisan jam made in the Yorkshire Dales.
The values and beliefs of the founders influence the way these companies think about and do business. They are communicated through branding and packaging.
I've also just worked with an individual client looking at his personal 'brand' and how he comes across to clients.
I've just done a project for innocent drinks, interviewing consumers in the aisles.
There is no better final way to check the appeal of a new product before you commit to production runs than to put it on the shelf in the supermarket, and see if it catches shoppers' attention. Do they see it as they come round into the aisle? Do they pause, approach it and pick it up? Does it stand out against its competitors? Will it sell?
In this case, it did. It frequently went into trolleys and off down the aisle towards the check-out. I had to run after people and explain to them that it wasn't quite a finished product, and that, no, they couldn't buy it yet.