RetailCraft - digital retail, ecommerce and brands - Retail Podcast

RetailCraft 53: "Rethink, reimagine, renew" - in conversation with Gertin Schraa, Head of Sustainable Sales, Dyson

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Ian Jindal speaks with Gertin Schraa Head of Sustainable Sales at Dyson, about the company's heritage, innovative approach to sustainability, and the challenges and opportunities in the refurbishment market. Gertin shares insights into consumer behaviour, the importance of quality standards in refurbishment, and the role of sustainability in sales strategy. He also discusses his career journey, Dyson's global operations, and the future growth opportunities within the company.
  • Dyson's philosophy is to rethink, reimagine, and renew.
  • Sustainability can coexist with sales strategies.
  • Focusing on fewer markets can lead to better results.
  • Consumer motivations for refurbished products include sustainability and price.
  • Refurbishment processes require strict quality standards.
  • Different regions have varying maturity levels in sustainability practices.
  • Sales KPIs are closely tied to return rates and refurbishment cycles.
  • A career path can be unpredictable and shaped by opportunities.
  • Continuous improvement is essential for growth in a sustainable business.
    • Chapters
    00:00Introduction to Dyson's Heritage and Philosophy
    02:51Gertin Schaaf's Role and Sustainable Sales at Dyson
    05:56Refurbishment Strategy and Market Focus
    08:50Consumer Behavior and Sustainability Trends
    12:12Refurbishment Process and Quality Standards
    15:00Global Operations and Regional Differences
    18:11Key Performance Indicators in Sustainable Sales
    20:57Career Journey and Transition to Dyson
    24:08Future Opportunities and Growth at Dyson
     

    --  Run time: 38 minutes

    INFORMATION:

    [ 🖥️ ]

    Dyson - https://www.dyson.co.uk/

     

    [ 👨‍👧 ]

    Gertin Schraa: https://www.linkedin.com/in/gertin-schraa-17b8595/ 

    Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

     

    [ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

     

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    RetailCraft - digital retail, ecommerce and brands - Retail PodcastBy Ian Jindal
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