The challenge
Carpetright are the market leader and dominate the carpet marketplace. However in unprecedented times the challenge is to ensure Carpetright stay at the top of their game and even capitalize on the current set of market conditions. There is now an opportunity to attract those who previously would not have considered Carpetright.
The insight
The challenge is to keep the customers you have whilst attracting a wider audience. At this time it is clear that all consumers will be more demanding of retailers and also more responsive than ever to value messages. It's our responsibility to ensure that people get the best deal at any one time. But in order to widen the customer base we also need to reassure people (especially those who shop at the local independent) about the quality and service they get at Carpetright thus ensuring that the deal is also good value.
The creative solution
To maintain a strong position with the existing customers Carpetright continued with its ‘high value’ impactful promotional platform, delivered using high circulation national press titles, TV and radio. Simultaneously to broaden the brand’s appeal a campaign was developed using lifestyle magazines and colour-supplements. The creative focussed on the beauty and value of wool carpets.
The results
The sales volume and margin has held up given the severe downturn in the market and there is evidence of increasing demand for wool products. We are also positioned well to take advantage of the current economic maelstrom. To find out more please call Keira Lloyd on 01892 703176.
