April 21, 2020 2:13 pm | |
Richard Hatfield – eCommerce & Digital Marketing Extraordinaire
There are no two ways about it, I’m inspired and motivated by people who work for themselves. It takes commitment and resilience, both admirable qualities.
However, nothing lights me up more than when I meet someone who is not only passionate about helping clients succeed but also appreciates the benefits of putting continuous learning into practice. This week I have had the pleasure of getting to know new Everyday People Member, eCommerce and digital marketing consultant and continuous learning advocate Richard Hatfield.
Tell me a bit about what you do and your journey
I am an independent eCommerce and digital marketing consultant and co-founder of Not-Studio, a London based creative agency, specialising in websites, eCommerce, branding, film and content for the fashion industry.
I started my career in 1999 in retail operations at Coggles creating, optimising and managing business operations and processes. We launched Coggles.com in 2007 and as a result, became increasingly knowledgeable about eCommerce and digital marketing.
I started Ventorq as a side venture in 2013 whilst COO at Emperia to help businesses of all sizes establish an eCommerce presence or grow their online business through improved operations and marketing strategies. Not-Studio was born out of my role as MD at Graziashop.com discovering a gap in the market for providing premium digital content for the fashion industry. We’ve since worked with brands such as Nordstrom, Marni, DeBeers, Vogue, Channel4, King & Tuckfield and Connolly.
What is the most enjoyable project you have worked on?
Coggles.com it was hugely satisfying working for a business I really believed in and ticked all the boxes in terms of its product, customers and brand. Its success was proof our eCommerce and marketing strategy worked.
Graziashop.com was also a great opportunity to re-apply skills and experience to a brand new eCommerce marketplace with slightly different needs from a traditional retail model. I learnt a lot from the process of establishing that business.
What is your ultimate professional goal?
Always to please my clients by achieving further success for their business. Hopefully, I’ll build a reputation as the “go-to” independent consultant for eCommerce and digital marketing strategy and services.
How do you keep on top of your game?
> Listen. Listen to your clients, your customers, your suppliers, your data, your analytics, your partners. Don’t ever assume you know best.
> Read and research. Continue to gain knowledge and improve yourself. Ecommerce and digital marketing are particularly dynamic sectors so it’s important for me to be up to date.
> Test and learn. No two challenges are the same despite appearances. Test your theories, learn from mistakes and customise your strategies and solutions.
Do you have one piece of advice for people wanting to understand their customers and markets?
I’d reference what I do to “keep on top of my game”. Listen, research, test and learn. I’ve seen businesses fail to succeed because they didn’t have a proper understanding of their customers needs, their marketplace or their position within it. I’d also add that a business is only ever as good as the product or service it sells and its ability for that product or service to solve a problem. There has to be an inherent perceived value in your product and NEVER underestimate the value of brand.
You’ve worked for Coggles, the founder had quite some motivation to succeed, what keeps you going on difficult days?
Yes, Victoria Bage was a shrewd and passionate businesswoman who didn’t suffer fools gladly but always wanted her staff to be the best that they could be. Most developed skills and experience at Coggles that they’ve built successful careers on, particularly in the fashion industry. My motivation has always been my family and to be the best that I can be. I like to retain hands-on experience of everything I do to keep learning. I use new skills and knowledge to improve my value for the clients and businesses that I work with.
Which book/s have influenced your career?
Rework by Jason Fried & David Heinemeier Hansson. Essentially explores a new way of running businesses that cuts out the unnecessary and focuses efforts on what really produces results.
Hacking Growth by Sean Ellis and Morgan Brown. “The definitive playbook by the pioneers of growth hacking.”
What app can you not live without?
Evernote. I have erratic handwriting so all my notes are filed, organised and tagged in Evernote. I’m also an Evernote Community Leader. Over the last 10 year’s I’ve collated and maintained an archive of eCommerce, marketing and general business information, articles etc that I use as a library resource.
Do you have any productivity hacks?
First and foremost keep all your files to hand whether on Google, Apple, Dropbox etc. I’m completely paperless so I can access all my files, anytime from anywhere. I’m not a big believer in multitasking either. Focus on one task at a time and do it well.
Do you outsource any of your work? If not what job would you love to hand over?
I try to keep on top of as many facets of my profession as possible. Being a strategically focussed consultant I work with experts that compliment my skills so when very specific tasks or technical issues need resolving I have trusted partners I can turn to. Even though it’s quite automated, I’d love to handover my inbox one day as it can become a distraction and affect your priorities.
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