How Dunelm’s top marketer shifted focus from product to customer

Dunelm is relying on customer data and research like never before as it targets growth through its biggest ever brand marketing campaign.

The homeware and furniture company launched its latest campaign on Monday (25 September) putting a stronger emphasis on its ‘Home of Homes’ brand platform. Its marketing director Sean McGinty describes the campaign as “Dunelm’s largest investment in brand marketing to date” and believes his role in the business after joining at the start of the year from Aldi is to get the customer – and marketing – at the heart of the business.