Home shopping director, White Stuff Marketing director, Feather & Black Consultant, Alison Lancaster Consulting

Lancaster has a CV that mirrors the growth of ecommerce, working in mail order and catalogues before transferring her skills to the internet, assisting with the launch of Debenhams.com and being in charge of sales and marketing at John Lewis Direct at the time it purchased Buy.com as a platform to help it move online.

More recently, she was marketing director at Harrods Direct, and now leads White Stuff’s home shopping efforts as well as continuing to run her consultancy business. White Stuff wants to significantly grow its online and home shopping businesses, as well as continuing to open stores, and chief executive Sally Bailey has stated that the business could grow by as much as five times, from a base of around £100m, within five years.

Lancaster is currently involved with White Stuff’s initiative to introduce multichannel systems, which allows it to build a single view of its customers and track their behaviour and spend across different sales channels.

Similarly, in her part-time role at Feather & Black, her vast experience in the home shopping space is going to be used by to help support the company’s planned growth.

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