Direct shopping group JD Williams, which has 20 catalogue brands, has revamped its Shoetailor footwear business to target customers better.
The changes are part of a general overhaul by the company. Head of brand marketing Simon Norrie said: 'We have a number of brands with which we could do a more branded, customer-led offer.'
A new TV campaign has been developed for Shoetailor, which generates sales of£5 million a year from its catalogue and online operation.
'It's moved away from our approach of 'we buy the whole range' to a more emotional message that we have got great fitting shoes for you because of the range,' Norrie added.