Do we really need to join CatEx DCA

This is a question we hear quite frequently and the simple answer is yes, why wouldn’t you? What is unique in our industry is the way in which individuals are ready and willing to help each other, particularly those starting out, safe in the knowledge that by growing the whole sector we all prosper. Our greatest competition, and therefore opportunity, is from other forms of retailing and commerce—not from our industry colleagues.

The question is posed on the assumption that our sector is already covered really well with the activities of the ECMOD organisers providing the best conference and exhibition available to address the various disciplines involved in direct commerce, together with Direct Commerce magazine and the newsletters it also provides.

There is no doubt that these activities have, for many years, provided a great deal of support to small and larger businesses in our sector. The provision of insight, debate and access to information has been outstanding. The annual conference also provides a great opportunity for practitioners to meet up with each other, both client and supplier, to increase networking opportunities and to find solutions to current business challenges.

So how does CatEx DCA fit in?
CatEx Direct Commerce Association was founded as “The Catalogue Exchange” more than eight years ago as a not-for-profit trade body to serve and support businesses in all areas of direct commerce. Whilst attendance at ECMOD and receipt of the publications did provide information, many people wanted a closer connection to their industry colleagues that a body such as CatEx DCA could provide.
Previously, many members had been involved with the DMA but felt that this organisation was too large, did not meet the specific needs of our sector and could not support us in the way that we needed. As a result of various discussions at ECMOD and beyond, a group of industry practitioners decided the time was right to establish a more specific trade body that would better reflect our needs and help us meet our challenges.

We now have more than 220 members with representatives from all areas of the direct commerce industry, from online retail start-ups to large, well-established direct marketers; niche and broader offers; single channel and multichannel, together with suppliers from every area imaginable.

Clear focus and objectives
In more recent times, CatEx DCA has established a clear focus on what it is trying to achieve and a greater understanding of what our members would like the organisation to concentrate on for the greatest benefits. Our activities are focused on:

• Networking—providing opportunities for members to meet and discuss common issues and challenges.

• Communications—build on ECMOD and Direct Commerce’s great work by providing additional communications about our sector and the opportunities or challenges that it faces. Also represent the industry, when appropriate, to the outside world to ensure our collective voice is heard on issues that we face.

• Events—generate and deliver a programme of events throughout the year to provide information, insight and practical advice.

• Procurement—identify and negotiate deals for our members that they would not be able to achieve as a single organisation.

• Training—develop and deliver a range of training opportunities for members and staff that are relevant, accessible and, most importantly, cost effective.

It is important that CatEx DCA has a clear idea of what the membership needs from the organisation. An advisory board, comprising volunteer representatives from client and supplier companies, was established to coordinate the activities we undertake. As we are led by volunteers, we can remain close to our members and importantly, remain very cost effective. We do not have any expensive head office costs as we only have two members of staff of our own, and, as a result we believe we are the most cost-effective trade body out there, providing a great deal for a very small fee.

Please come and join us
CatEx DCA is, in my opinion, a unique organisation run by the members for the benefit of members. As well as the obvious benefits of group-buying schemes, training activities and events, the greatest benefit is being able to meet and discuss common interests with other professionals who get it.

In a commercial environment that is becoming more challenging day by day, this organisation stands out as one that can help you unlock the potential for direct commerce with colleagues giving you sound practical help and advice.

House of Bath managing director Dara O’Malley is chairman of the CatEx Direct Commerce Association advisory board.