As one of the UK’s largest funeral services providers, Dignity Plc is well-established as a caring and thoughtful service provider, able to help people at one of the most difficult times in their lives.
However, by 2018 the scale and pace of market share decline was becoming unsustainable. Competition in our sector is tough: there are no significant barriers to entry – despite vast differences in quality, consumers have no barometer and so typically see every funeral director as the same. Additionally, as well as Co-op and Dignity there are around 5,000 independent businesses, all competing and localised micro-markets with local nuances.
To tackle this decline and get ahead of the competition, we decided to focus our efforts on a brand-new digital marketing strategy. Unlike most B2C sectors which have already developed advanced digital strategies, our industry has largely remained ‘traditional’ in its marketing approach, relying on a high-street presence, word-ofmouth referrals, and family loyalty – the same funeral directors often serve families for generations. However, a generational shift in our customers’ access...
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