FOCUS ON CARPETS, RUGS & ACCESSORIES Wool Out A
Grabbing consumers’ attention in a competit Graham Clark, British Wool’s Head of Marketi range of merchandising that clearly commu
The Marketing Strategy
We’ve recently developed a new marketing strategy at British Wool, which is all about taking our message directly to consumers. We’re adopting a multi-channel approach with specific focus on social media, consumer exhibitions and the actual retail environment the products are sold in. It’s vital that we target consumers directly as this will increase their awareness of the many benefits associated with a wool carpet - over and above the alternative products that are available.
Our new marketing strategy means a completely different approach to the way we promote British wool. We will use our social media channels – which have a rapidly growing consumer following - to drive consumer traffic into retailers, where our point of sale and display materials will help to stimulate interest, and ultimately, sales. Our new website, which we’re in the process of developing, will provide comprehensive support and resources for our manufacturing and retail partners.
We’ve used our target consumer’s opinion to inform our new approach. We attended Grand Designs in Birmingham last October, where we conducted some market research. One of the areas we focused on were the main factors consumers take into consideration when purchasing a wool carpet.
Durability and appearance retention are key considerations when choosing a carpet, with our research indicating that consumers replace their carpet every 10-11 years. Wool, with its natural resilience, is the ideal choice as it will keep its shape and retain its appearance for longer than a synthetic carpet. There are also a number of other main selling features for wool carpets, with two in particular very relevant to our target consumers – fire resistant and hypoallergenic. Our research demonstrated that consumers considering purchasing a wool carpet were not aware of these benefits, highlighting an obvious gap in messaging.
Our new approach will ensure the features and benefits of wool carpets are clearly communicated, targeting consumers directly to pull demand through the retailer, ultimately increasing their wool carpet sales.
POS and Display Materials
Effective point of sale and display material is a vitally important part of our new marketing strategy, grabbing the attention of consumers as they enter retail premises, and clearly communicating the benefits of purchasing a wool carpet. Seeing material like this at the point of purchase will reinforce other messages consumers may have received via social media or other marketing activities being conducted by both British Wool and carpet manufacturers.
18 | Tomorrow’s Retail Floors
www.tomorrowsretailfloors.com
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