Dan Cluderay

After being made redundant from Sony Ericsson Dan Cluderay set up a business as a market trader selling near to out of date food in Leeds, Hull and Doncaster - whilst also gaining a degree in software engineering. Not long after establishing his market stalls, Dan used his skill as a developer to write a stock control system enabling forecasting and analysis of each market stall. This simple tech upgrade to an offline business inspired Dan’s now highly successful eCommerce grocery business Approved Food. It launched in 2008 and is now the UK’s largest online only retailer of discount food and drink.

In 2014 Dan and Andy faced the Dragons Den asking £150,000 for a 10% stake. Despite being rejected by the Dragons, the business went on to secure over £400k from investors. In 2015 Dan became a Virgin Media Business VOOM Finalist pitching to Sir Richard Branson to share in £1 million in prizes. Since then approvedfood.co.uk has become a market leader in online discount food and drink and last year shipped over 9.6 million items across the UK and Europe.

Unleashing Your Digital Potential

Dan’s story is digital through and through. His seminar will take a look at his journey and how digital foundations created opportunities for his business success. Fast always on access to real data fuels his company Approved Food from stock movements and fulfilment, through to driving repeat purchase and targeted upsell/cross-sell within his eCRM strategy. His business relies on its digital foundations to maintain and scale this competitive advantage. With this very strong foundation in place, Dan and his team are now experimenting with new ideas like AI to super charge their CRM programme and stay ahead of the competition. For a challenger brand battling the big boys likes Tesco and Sainsbury’s, this is only made possible by embracing digital at the heart of their business - all of which is underpinned by his Virgin Media Business 1GB MIA connection.

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