Value retailer The Original Factory Shop is looking to raise awareness of its stores and product offering with the launch of its first TV campaign and a transactional website.
Chief executive Angela Spindler said the 152-strong chain was looking at “accessing new customers” through a strategy of national marketing, online presence and store expansion.
The first phase of the TV campaign, which launched on October 18, is currently running in Scotland and reaches customers living near 17 of its stores.
It will roll out TV advertising to other regions from the new year, while its Christmas campaign focuses on its gift guide and leafleting. There will also be local press advertising around the eight new stores opening before Christmas.
The Original Factory Shop also launched its first transactional website on October 15, focusing on about 30 big-ticket items, including electrical appliances and bedding. The range will be extended in the next few months.
Spindler said the site was about drawing in new customers rather than becoming central to its growth strategy. He said: “If you look at our customers, they are relatively slow to adopt online, compared with the rest of the UK. It is an evolution about service and accessibility, rather than a central plank.”
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