In the company’s latest trading update, Dignity revealed that the average revenue per funeral in April and May 2021 improved from the first quarter of 2021, with the Full Service volume as a percentage of Full and Simple jumping by 2% to 68%.
This coincided with the UK seeing deaths falling below the five-year average (2015-2019) for April and May 2021, dropping by 7%.
However, underlying profits for the 21-week period ended 21 May 2021 came in slightly lower than the year before at £30.7m, a drop from the £30.9m recorded in 2020.
During the trading update, Dignity outlined its new strategy going forward, which called for a focus on prioritising the sale of funeral plans through branches rather than telephony partners.
Gary Channon, Dignity’s executive chairman, said: “I have long recognised and believed in the vital role that Dignity plays in society and within the wider funeral sector itself – this has been particularly evident over the past 18 months in response to the challenges of the pandemic.
“I am pleased to be presenting today our vision for Dignity’s future, and to unveil our strategic framework that is focused on building long term value and delivering outstanding service to clients.”
He added: “Our vision is for Dignity to be the UK’s leading end of life business, renowned for its excellence and high standards, represented and embedded in the community with strong local brands, whilst offering the best service for the best prices.
“Central to our strategy is a focus on improving the culture of our business, empowering our colleagues and working openly together to be our best through teamwork. I look forward to working with our colleagues to deliver on this shared vision.”