June 2024
ertonline.co.uk
positioning of the supermarket chain in the retail market, as Mr Brown explains…
“Unlike many of its competitors, Morrisons does not directly sell TVs within its stores, making them an ideal partner for distributing our exclusive brochures at their checkouts. This strategic placement allows us to reach a wide audience without competing directly with in-store TV sales. “Additionally, we have a proven track record of successful collaborations with Morrisons. Following the success of our 2023 campaign, which demonstrated the effectiveness of our partnership, we were keen to build on this.”
“However, we didn’t completely forgo the benefits of digital marketing,” he adds. “We integrated both approaches by digitally advertising our in-person brochure and highlighting the unique benefits of the Mitchell & Brown brand, such as UK-based customer support and a seven-year warranty. “This strategy allowed us to cover both digital and physical advertising opportunities, effectively reaching our target demographic through multiple channels.”
Driving footfall into stores Physical retail stores are a vital part of Mitchell & Brown’s business model; they align closely with the shopping preferences of the company’s target demographic. Surveys and customer feedback have consistently shown that its customers prefer to shop in person. Many customers have even called to find out where they can view our TVs in person, Mr Brown tell us… “This affinity for high street and physical stores drives our focus on supporting these retail environments!” “To help drive footfall into our retail partners’
Mr Brown says this previous campaign not only strengthened Mitchell & Brown’s relationship with Morrisons, but also provided valuable insights into how the manufacturer could leverage its retail environment to engage with consumers more effectively.
“This partnership is a testament to our commitment to innovative marketing strategies that benefit both our brand and our partners, ultimately enhancing the shopper’s experience while supporting our retailers,” adds Mr Brown. “Our decision to target consumers in person with a physical Mitchell & Brown brochure, rather than launching a purely digital campaign, was driven by a deep understanding of our target demographic.” Mr Brown says that Mitchell & Brown customers primarily prefer to shop in-store, where they can see and experience the physical product before making a purchase. This tactile aspect of shopping is crucial for the brand’s demographic, he explains, who often want to personally inspect the TV’s quality and features.
stores, we provide extensive marketing support,” he says. “Our expert design team offers marketing materials such as point-of-sale assistance and full retailer feature wall designs. We also provide a wealth of marketing imagery for all our TV ranges on our recently revamped Retailer Dashboard, where retailers can log in and access a wide array of marketing materials.” Not only this, but the company actively encourages its retailers to come up with their own ideas and share them. Dedicated Account Managers across the UK regularly visit stores
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to understand retailers’ needs and to identify opportunities for further support. Additionally, the company amplifies any
related posts from its retailer network on social media to highlight them to its wider audience. “Our commitment to our retail partners is also evident in our business model,” Mr Brown concludes. “We do not sell directly to consumers, instead, we actively promote our “Find Your Local Retailer” function on our website to guide customers to nearby stores. This approach ensures that we consistently drive traffic to our retail partners, reinforcing the strong bond between our brand and the high street.”
Mitchell & Brown recently launched its largest TVs yet – 75 and 85-inch models in its new ‘CU’ Series, powered by LG’s WebOS smart platform.
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