This Southwestern retailer, with two locations, had handled marketing internally for quite some time, but was experiencing a downward sales trend.
At both locations, the retailer housed two separate businesses, each with its own store name, under the same roof. The largest business sold mattresses; the other, sofas.
Knorr Marketing’s analysis showed the retailer had weak ROP advertisements, poorly done inserts that always featured the same merchandise, no internal signage and no website.
In addition, neither business had a genuine brand position.
In fact, the sofa business was misnamed – in part because the product line included more than sofas and because the existing store name implied a higher-end, custom-order business. Instead, the “sofa” business essentially sold product “as seen,” without carrying inventory.
Our solution was to re-name the sofa business and create a strong brand position for each store name.
To re-position the mattress business, we began by producing and promoting the offer: “We wrote the book on Getting a Better Night’s Sleep! and it’s yours FREE!”
The booklet we produced helped position this client as a leader in the field and truly interested in the well-being of their customers.
For each business, we created:
- A price guarantee. For the mattress business, we also developed a 30-night comfort guarantee.
- In-store signage that supported the brand promise at point of sale.
- “Breakthrough” TV that communicated the brand promise and offered strong pull-through events/merchandising.
- Stronger merchandising for inserts along with copy that helped build the brand promise.
- New truck signage to communicate the brand promise.
- A robust website to showcase merchandise, engage the consumer and drive them into the stores.
Results:
Despite some initial skepticism and concern with the major investment in signage for the “renamed” sofa business and new materials for the mattress business, client reports sales are trending upward.
