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You are here : Direct catalogue launch

Client: Woolworths plc – United Kingdom
Role: Project Manager, Creative Services – Woolworths Direct

Woolworths UK was set to launch their direct catalogue offer in October 1999 and while they had focused on merchandise and distribution requirements, they required a project manager with catalogue experience. I was engaged to work on the production of the launch catalogue and head the catalogue production team.

The marketing team had not produced a catalogue before, let alone 194 pages with over 5,000 products with a wide variety found in any Woolworths store, ranging from fashion, music, home wares, toys and camping gear. And we had a short time frame.

This project required a strong focus on training and mentoring for all internal and external team members. Roles and responsibilities were confirmed within the team, key stakeholders identified and became part of our working group giving advice on layout and styling requirements.

We delivered the launch catalogue and received great acclaim within the industry because Woolworths was making shopping just that bit easier. The catalogue was not perfect, but it was published and quickly increased retail sales. A promising start to a new business unit.

• Produce a 194-page catalogue, 5,000 products within six weeks to launch Woolworths Direct home shopping business.
• Transformed an in-house production team into an organised, cohesive unit by providing structure, introducing process, scheduling and planning
• Trained team members to understand how to work in a catalogue environment
• Defined roles and responsibilities and clear objectives
• Identified and worked qualified catalogue techniques into Catalogue page structure
• Trained external suppliers in Catalogue workflow management and production disciplines
• Retained to produce the company's Christmas Home Shopping Catalogue
• Managed $3 million budget and four direct reports
• Catalogues increased footfall through retail stores by 10% and increased sales by up to 5%