Dominic Irons is the owner of multi-award-winning retailer of cool stationery Bureau Direct. Dominic has grown his low AOV business up to 3,500 orders per month at peak using a range of methods including a focus on design, great products, and great customer communication.
Click to Tweet: Stand still & take note! It’s all about stationery – Bureau Direct’s Dominic Irons on the @eComMasterPlan #podast
About the business
- eCommerce Business Structure – Online Only (with a small Wholesale side)
- Product Range Scale – niche
- On a LiquidShop eCommerce platform
- 6 people in the business
- Based in the UK
- Key widgets in the website:
Listen to hear how Dominic and his team work to make their customers feel a part of the family
Most Awesome Thing Right Now
Dominic is most excited about Bureau Direct’s weekly newsletter – ‘Stationery Wednesday’. He describes it as having taken on a life of it’s own and feels it has come closest to portraying the personal nature to their customers they aspire to.
Listen to hear more about the success of Bureau Direct’s email marketing strategy.
On the Radar for the Coming Months
Following a busy Christmas top of Dominic’s list at the moment is recruiting some new members to the team as well as looking at a new platform for the website. But their main project is to continue to develop the Bureau Direct brand – ensuring they communicate the brand identity to customers in a consistent voice across all communication channels.
Listen to hear more about Bureau Direct’s plans for the future
eCommerce Book Top Tip
Blue Ocean Strategy by W Chan Kim and Renee Mauborgne
eCommerce Traffic Top Tip
Bureau Direct has seen great results through Google PPC the core of what they do is with basic Keywords although they have had success with Shopping Campaigns and are currently looking at introducing some remarketing.
Tool Top Tip
*Shameless Plug* a notebook that combines digital and analogue the Leuchtturm Link Notebook brings note taking into the digital age!
Start Up Top Tip
Dominic’s advice is to be wary of data. He appreciates it is a fantastic resource but you can get trapped in a vortex of too much information! Be clear about what you think are the most important things to measure – look only at this data that matters – put the rest to one side.
If your business didn’t exist, which eCommerce Business Would you like to be Running?
Rapha – it is an upmarket cycling. According to Dominic they do a fantastic job of combining online eCommerce with social media and content which includes films, articles and interviews. Everything they produce fits perfectly around the idea of what they want their brand to be.