RetailCraft 36 - ”Discerning and Resourceful” - Jennifer North of Hobbycraft

Joining us in the studio at the end of 2022, Jennifer North, Head of Digital Experience at Hobbycraft, gives us an eye-opening insight to the demanding, innovative craft and hobby market in the UK, and their multipronged and entrepreneurial position. We hear about the craft customer - artists, hobbyists, businesses and the growing "sidehustle" generation of digitally-amplified creators - and how their demands and behaviours changed over the pandemic and now into 2023. Jenny covers loyalty, subscriptions, apps, customer insight... as well as a fascinating glimpse at their customers' requirements - listen out for the hand-knitted nativity set and the laser-cut materials! The briefest glimpse at https://www.hobbycraft.co.uk/ will show the range and depth of the offering - along with a view of the triumph to present in a scaling, engaging experience. --  Run time: 33 minutes INFORMATION: Jennifer North: https://www.linkedin.com/in/jennyanorth/  Jamie Merrick: https://www.linkedin.com/in/jamiemerrick/  Ian Jindal: www.linkedin.com/in/ianjindal/  and www.twitter.com/ianjindal    Recorded and engineered at Spiritland Studios, UK. Episode photo credit: Ian Jindal (https://www.instagram.com/ianjindal )