E-business Programme: Success Stories
Poppy Sherbrooke and Georgina Whall: Percy Langley
In Autumn 2020, after the first onset of the covid pandemic, Poppy Sherbrooke and Georgina Whall, decided to leave high street retail jobs to set up their own womenswear and gift, business, Percy Langley. Together, with a wealth of retail experience spanning more than 30 years, they set up their online store, with the main operations for the business based in Leytonstone, Waltham Forest. In addition, they have opened a retail outlet in Burnham Market.
Percy Langley specialises in British designed seasonal fashion, affordable art, interior and life-style accessories; children’s activities; natural beauty products and books. The partners have established a strong set of ethical values with sustainability at the core of the business – all products have been selected with conscientious consumerism in mind.
Poppy approached Enterprise Enfield in September 2022 seeking advice and support with improving their digital marketing, enhancing their website’s search engine ranking and improving Google Analytics. They also identified a need to set up a more effective digital stock management system – and wanted advice around how to implement this.
Poppy registered for the E-business Programme and met with her appointed Business Adviser, Liz Gjoni for an initial digital review of the business – looking into all aspects of Percy Langley's current operations. This review helped to identify specific actions to take - she was then referred to a specialist Digital Marketing Expert – to receive specialist advice and guidance in a range of areas including:
increasing traffic to the website
ways to manage social media channels more effectively
stock management systems
enhancing Google analytics
Business Adviser, Liz Gjoni explained “The advice the Digital Experts provided has enabled Poppy to enhance their website’s search engine ranking; maximise links to third party sites and find more efficient ways to upload images. In addition - on the business development side we have reviewed the financial forecasts- allowing for different future scenarios.”
Advice was also given around the company’s brand – in terms of establishing a clearer audience definition with more focussed marketing messages. Poppy and Georgina are reviewing their buyer personas and adapting their marketing messages accordingly:
‘We’re incredibly grateful to be part of the E-business programme, to have the support of a wide selection of industry professionals available to help us shape our business strategy and operations is really useful. As with most small businesses we are a small team that’s time and resource poor and having mentors to help equip us with better business tools and prioritise our focus is brilliant’.
In November 2022 the partners ran an innovative Black Friday marketing campaign which was aimed at supporting those most in need. For every gift bought on their site – they donated a gift to a local family. Poppy explains - “We're really passionate about working in a more sustainable way and our Black Friday campaign was all about supporting those most in need this year. We are working towards changing the tone and messages away from excess and discounting to supporting the small and looking after those more vulnerable in our society.”
In December 2022 Percy Langley opened it's first London pop up shop in Spitalfields Market! The store will be open at 105a Commercial Street from 7th December to 23rd January 2023.