Objectives of knowledge management

Digital strategy development at Dunelm
Dunelm Mill is the UK’s largest homewares retailer with a portfolio of established 
out-of-town superstores with the ‘Simply Value for Money’ proposition. Its online store 
features over 17,500 products under the brand name Dunelm Mill.
In this interview, 
Sajjad Bhojani
, Head of Dunelm Direct Trading at Dunelm, explains 
their approach to digital marketing.
The interview
Q. What is your process for creating a digital marketing strategy?
Sajjad Bhojani, Dunelm:
The business has an ongoing three- year plan, which is 
revised every 18 months or so. It has the standard Profit and Loss projections for the 
online sales part of the business. Project P& L is based on estimates of growth in traf-
fic and sales based on conversion models. These targets stay fairly fixed within that 
period, but are re-reviewed as part of the annual planning process.
For introducing new features to the site and improving our digital marketing we 
have a 12-month cycle for development of new features.