Gilberts House Furnishers Brand Development

The Issue:

Gilberts is the largest independent furniture company in Staffordshire. For many years it has been synonymous with classical furniture, not in the least due to its gothic style identity. As a result, it tended to attract only mature purchasers and was missing out on the younger, middle-market home-making couples and families. In short, its branding and identity saw it perceived as being rather stuffy and old-fashioned.

The Challenge:

To change attitudes and perceptions in the younger market without alienating the existing customer base. To raise awareness and promote brand recognition and recall.

Our Response:

A strong 'push' strategy to re-engage with the local market and drive traffic into retail outlets.

The Execution:

An integrated marketing communications campaign incorporating numerous tools, namely direct mail, local advertising and new corporate identity. A sustained advertising programme prompting strong recall and driving new visitors to stores. A direct mail programme sent to 250,000 residential prospects.
A new positioning statement and proposition for Gilbert's: 'Staffordshire's Premier Furniture Store'.

The Result:

Increased market share, improved sales figures, better awareness and a change in perceptions. Conversion of clients away from other premium stores towards Gilbert's.