OnBD with ALF AO - let's go - with John Roberts founder of Appliances Online
7 snips
Jun 12, 2024 John Roberts, founder and CEO of AO, ignites the conversation with his inspiring journey from a £1 bet in a pub to building a leading electrical retailer. He shares how superb customer service and innovative marketing set AO apart. Fascinatingly, he reveals the company's shift back to mailing mini-brochures amidst a digital age. John also discusses their ambitious goal of comprehensive recycling of appliances and the challenges of maintaining brand integrity while driving ethical business practices.
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The £1 Bet
- John Roberts started Appliances Online after a £1 bet in 1999.
- Early website was basic; orders were printed, credit cards manually processed.
Faking It Big
- AO mailed mini-brochures, creating an illusion of size and legitimacy.
- They used a tape of call center noise to sound bigger.
Vertical Integration
- Own every part of your process; vertical integration is key.
- Don't outsource crucial aspects of your business, especially customer service.