Gilberts House Furnishers Brand Development
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.
To change attitudes and perceptions in the younger market
without alienating the existing customer base. To raise awareness
and promote brand recognition and recall.
A strong 'push' strategy to re-engage with the local market and
drive traffic into retail outlets.
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'.
Increased market share, improved sales figures, better awareness
and a change in perceptions. Conversion of clients away from other
premium stores towards Gilbert's.