Lyn says: “Sky tells you how many full viewings


you get; viewers have to watch 75% of the ad for it to count. We had over 50,000 views in one month, and our turnover was 23% up – I know that if I do it again, it will boost sales. “The campaign targeted customers in a 10- mile radius of the business using algorithms, with females aged 25+ as the primary target.” The first advert featured Indesit, Hotpoint,


Whirlpool, Bosch, Neff, Liebherr and Smeg. Hanna says: “We’re going to run another advert at the end of August into September, which is going to look very similar; we don’t want to change it too much because it sticks in people’s heads. “We got funded by different manufacturers;


in diagnosing appliance faults, recommending maintenance procedures, sourcing parts, describing and demonstrating product features and explaining differences between models and manufacturers,” Lyn says. “They go out of their way to ensure customers understand the benefits and disadvantages of appliances and their features and also strive to ensure that the customer gets a machine (or repair) that suits them, their budget and is the most cost-effective. “Having been trained by the leading manufacturers and with the experience they all have, they are much better equipped to help customers with appliances than their counterparts at some of larger retailers.” When it comes to product pricing, Lyn says that


pricing is always pitched fairly and competitively. Lyn says: “Many new customers comment that they did not expect this because they had assumed that a smaller store could not match prices from the larger retailers. “However, where possible, the team are happy


to try to negotiate a price with a customer in order to make a sale and discounts can be offered if there is a purchase of more than one appliance – there is also much more flexibility with delivering and installation costs too – which gives the team greater movement on price in order to secure a deal.


Best Marketing & Advertising Campaign Throughout January 2023, Abbey Appliances had a bespoke television advert running on all Sky channels and catch-up facilities. Lyn takes up the story: “I had an idea in my


head to have a video, to have it on the website, and then it just snowballed.” Hanna says: “We did a video, which was


intended to be showreel for our website. It was going to sit on the homepage of our website and then be used on social media. “We put the video out and, which was


July/August 2023 Above: Best Young Gun


created by a local company, Trend, and I think Sky had been in touch Trend and then Sky representatives saw our reel.” Between them, Hanna and Trend had to edit the ad down to 30 seconds.


we had a collection of suppliers on the original advert, and they basically gave us a contribution, to cover the cost of the advert, so it was a no brainer.” The August/September advert will specifically


promote Bosch, Neff and Siemens “Bosch have been telling their reps to go round


and promote this idea as a way of spending the A&P,” Lyn says. “At the Sirius conference, Whirlpool offered to


Above: Best Independent Retailer Customer Service


pay for the next one in November; GDHA will do the first one in 2024. “My staff are, without doubt, the main USP of the business and the Sky campaign in January managed to capture this within the professionally presented advert.”


Above: Best Marketing & Advertising Campaign for Independent Retailers


Best Young Gun Hanna was delighted to win the Best Young Gun award, as she is an essential part of the team at Abbey Appliances, and she is a driving force in pushing the business forward with new ideas, approaches and technologies. Hanna joined the team in 2008 at the age of 26 on a part-time basis to help sort out paperwork in the office, but soon proved herself to be invaluable for the business. Lyn says: “Not only does she deal with all


aspects of the admin (accounts, wages, quotes, certification/compliance, HR etc.) she is also a member of the sales team and is highly knowledgeable about appliances, repairs, spares and electrics. “Last year alone, she added £150,000 to the business turnover.” Hanna says: “I designs and manage our


advertising and website and also oversee any issues with computers, while trying to bring the older members of the team into the modern age.” She even acts as a personal assistant to Lyn, and the other director, booking travel, sorting insurances out and writing emails for us. Lyn concludes: “She is organised, reliable, enthusiastic and a highly valued member of our team…. and I love her.”


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