RetailCraft 53: ”Rethink, reimagine, renew” - in conversation with Gertin Schraa, Head of Sustainable Sales, Dyson

Ian Jindal speaks with Gertin Schraa Head of Sustainable Sales at Dyson, about the company's heritage, innovative approach to sustainability, and the challenges and opportunities in the refurbishment market. Gertin shares insights into consumer behaviour, the importance of quality standards in refurbishment, and the role of sustainability in sales strategy. He also discusses his career journey, Dyson's global operations, and the future growth opportunities within the company.

• Dyson's philosophy is to rethink, reimagine, and renew.
• Sustainability can coexist with sales strategies.
• Focusing on fewer markets can lead to better results.
• Consumer motivations for refurbished products include sustainability and price.
• Refurbishment processes require strict quality standards.
• Different regions have varying maturity levels in sustainability practices.
• Sales KPIs are closely tied to return rates and refurbishment cycles.
• A career path can be unpredictable and shaped by opportunities.
• Continuous improvement is essential for growth in a sustainable business.

Chapters

00:00Introduction to Dyson's Heritage and Philosophy

02:51Gertin Schaaf's Role and Sustainable Sales at Dyson

05:56Refurbishment Strategy and Market Focus

08:50Consumer Behavior and Sustainability Trends

12:12Refurbishment Process and Quality Standards

15:00Global Operations and Regional Differences

18:11Key Performance Indicators in Sustainable Sales

20:57Career Journey and Transition to Dyson

24:08Future Opportunities and Growth at Dyson

 

--  Run time: 38 minutes

INFORMATION:

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Dyson - https://www.dyson.co.uk/

 

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Gertin Schraa: https://www.linkedin.com/in/gertin-schraa-17b8595/ 

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal