The purpose of Notonthehighstreet.com is evident. It's not just about profit, although the brand claim that sales could double this year. It's also about community, about difference, about experience. Right from the top the language is about stories, customer and partners. This is very different from many companies who rely solely on data and process. The truth is that after differentiating yourself, the need is to capture and hold attention, and to inspire people to action. This needs both a rational and emotional approach.
“We have had 17 businesses do over a million in sales with us so that shows where we’re going,” he added. “We put a community around our partners. We have a social network internally we call our forum where our sellers can access and communicate, while we have 15 regional ambassadors around the country that connect with local businesses. Their stories are everything to our brand as provenance really matters. Customers care where their products come from and that a brand really cares about the producers. That’s our point of difference.