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What’s on It

  • Short summaryThe Problem They Came With
  • Big numberThe Number That Changed
  • Before and after chartBefore and After, on Five Measures
  • Numbered stepsWhat We Actually Did
  • TimelineNine Months, in Four Moves
  • Pull quoteIn Their Words

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Case Study: Harlow Foods
Direct to consumer relaunch · Nine months to 31 May · Prepared for prospect briefings
The Problem They Came With
Harlow Foods sold through three supermarkets and one wholesaler. When the wholesaler cut its ambient range in January, 41% of their volume went with it inside a single quarter.
They had 60,000 people on a mailing list and no way to sell to any of them.
The Number That Changed
$2.9M
Direct revenue in nine months
Against $340,000 in the nine months before. Direct is 38% of group sales.
Before and After, on Five Measures
BeforeAfter nine months
Direct share of group sales38%+32
Repeat purchase rate34%+23
Direct revenue from email29%+25
Gross margin on direct orders41%+17
List members who have bought19%+16
What We Actually Did
01
Moved the list
Sixty thousand addresses off a spreadsheet and onto a platform, with consent recorded against each one.
02
Built one shop, not three
A single catalog behind direct, marketplace and trade, so three stock counts stopped disagreeing.
03
Priced direct properly
Wholesale prices had been copied straight across. Direct orders now carry a 41% gross margin.
04
Wrote twelve emails
One a fortnight, each tied to a line that was in stock. Email now brings 29% of direct revenue.
Nine Months, in Four Moves
September
Discovery
Two weeks with the sales desk and the warehouse.
October to December
Build
Shop live on 3 December, ahead of the Christmas window.
January to March
Email program
Twelve sends. The list grew from 60,000 to 84,000.
April to May
Margin work
Repricing, and a subscription tier on six core lines.
In Their Words
We used to find out what was selling when the wholesaler told us. Now we know by nine on Monday morning.
P
Priya Nandra
Managing Director, Harlow Foods
Group sales were $7.6M in the nine months to 31 May against $5.7M in the nine before, with direct rising from $340,000 (6%) to $2.9M (38%). Figures supplied by Harlow Foods and used with permission.

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