My name is Craig Comstock and I started DRS in 2008 with the goal of making marketing easier for non-marketers.

Marketing is a process, it has needs. Circumventing that process will lead to failure and wasted time & money. Think of it as the difference between someone being forcefully dropped off in a dense forest vs someone planning a fun hike with a map and the proper gear. Who has the better day?

In fact, that forest metaphor is, in part, why I named my company DRS. Originally called Douglas Retail Solutions, I chose the word Douglas to honour two things that fascinate me- John Douglas and the douglas fir tree.

John Douglas popularized criminal profiling for the FBI. I figured that if criminal behaviour could be characterized, consumer behaviour could be as well. After all, psychology has a huge influence on how, where and why customers choose to spend their money. And that psychology is a huge part of how I do what I do.

Douglas fir trees played a more influential role in that original name. They have a very strong root system. This speaks to my goal of helping companies develop a strong foundation for longevity and growth. My take on the whole ‘the wider the base, the taller the tower’ adage.

I eventually shortened the name to DRS because it felt cooler. Plus, I work with companies of any kind, not just retailers.