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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.