INSIGHTS
COMMUNITY ARTICLE
Crafting a Modern Business
Catriona Marshall, CEO of Hobbycraft explains how she’s used digital, data and team development to modernise the business
Hear how Hobbycraft has:
• Built an award-winning website for £250,000 against a current on-line turnover of £10 million
• Used data to understand the customer, including its three best hypothetical shoppers − Jean, Emma and Sam
• Saved £10 million on a TV advertising campaign by using social media instead
• Developed and engaged its workforce so that it’s equipped for the journey
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