DRL stays ahead of the game

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North West kitchen appliance retailer is one step ahead of the rest with their own video production studios

It is essential for businesses, especially in this current climate to maximize their potential by spending less money on outsourcing the work and more on developing their own facilities and employees

With more emphasis being placed on the virtual world of online shopping and social networking, DRL the UK’s largest online kitchen appliance retailer has its very own video production studios and a team of 9 dedicated broadcasting specialists to film video reviews, how to and buying guides for their three websites.

With most businesses outsourcing various departments such as customer service and video production, DRL has made a profitable business by ensuring everything is carried out in-house - from their own logistics team to now having their very own state of the art video production studios which includes a warehouse, office, two studios and two editing suites with a team of highly skilled professionals.

Andrew Kirkcaldy, Online Marketing Manager, believes “it is essential for businesses, especially in this current climate to maximize their potential by spending less money on outsourcing the work and more on developing their own facilities and employees.”

Paul Wood, Video Manger at DRL and his team film 10 video reviews a day and an astonishing 200 videos a month in addition to corporate videos. In a competitive industry such as video production, DRL has managed to create more positions in an industry where jobs are scarce and opportunities for graduates are few and far between.

Mark Crompton, Camera Operative, comments on his role at DRL, “It combines the necessity of earning a wage with something that I have a great passion for. Having worked at various places in the past I feel that I am well qualified to judge whether or not a particular company is a good place to be working, and DRL is the best place I have worked and one of the most enjoyable. I believe that you only get out of a job what you put in, and I think DRL encourages and offers people the opportunity to strive to be the best they can be in their particular area.”

DRL believes the use of online video technology is essential to its customers as means of seeing with their own eyes what they are buying. With more and more consumers choosing to buy online due to it being more convenient, cost effective and now easier than ever, it is important for them to understand exactly what they are buying. The use of video technology not only provides a guided tour of the appliance, it also informs the consumer of anything which may decide an appliances suitability, such as the size of the appliance, the usability, the features and settings and the overall feel for the product to enable the consumer to feel as if they were there in person.

A recent survey conducted by Greenlight found there were 6.7 million searches for white goods in August this year alone with 94% of consumers purchasing white goods and of that proportion, 75% of online-using consumers would consider buying white goods online. According to a recent survey conducted by The Oxford Research Association 85% of the UK watch video clips online, this astonishing figure emphasizes the huge demand for online video content and a trend which is already taking place.

According to DRL research; consumers are twice as likely to buy after watching a video review which has increased overall sales by 12% in just one year. With this in mind it pays to adopt a ‘Do It Yourself’ approach in the current climate by investing in a team of professionals and facilities. In the long-term companies like DRL are not only saving money, they are also producing bespoke, high definition quality videos, which are centred around their objectives and customer focused.

Notes for Editors
DRL was established in 2000 as an online white goods retailer and in 2009 acquired Expert Logistics; they now benefit from their own dedicated delivery fleet and employ over 420 people in their Bolton & Radcliffe based offices. The company’s client list includes Boots, Marks and Spencer, Next, House of Fraser, Debenhams, B&Q, Argos, Empire Direct and Screwfix, as well as distribution clients such as Tesco. DRL also has its own retail websites, Appliances Online and Appliance Deals and customer review site, Appliance Reviews. In 2008 DRL was ranked 28th in The Times Fast Track 100 for sales growth.

For further information please contact:
Alexia El Merhebi PR & Social Consultant
DRL Limited
01204 672 567


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Alexia El Merhebi
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