Hammonds Furniture – Creating a 5-year growth strategy | Boutique | Together we're Extraordinary

THE CHALLENGE

Hammonds Furniture are a leading brand in the fitted home furniture space.
Their heritage was in fitted bedroom furniture but smaller homes, the impact of Covid and increased consumer homes spending meant the market opportunity was increasing.
However, the brand was stuck in a cycle of direct response advertising with discounts driving interest.

CREATIVE STRATEGY

A new brand proposition was required to ensure a better, more cohesive and consumer focused approach.
A new brand position of ‘In order, to live better’ had been developed.
A proposition to leverage the consumer desire to add organization and storage to the home with the underlying emotional connection of organization leading to a better home.
We then developed our D.I.S.C.O model to build new routes to market

THE SOLUTION

Using our DISCO model we distributed budget in the ‘Channel’ element to see significant increases in budget to TV and specifically to focus on Channel 4 as the main media partner, ensuring the brand was present in key home advertising and in national press.
The new proposition will be rolled out in its full entirety in April 2022 but has been strategically tested and activated in various owned spaces.
Yr on yr investment growth has been identified to ensure sustainable, manageable yr on yr growth to realize their target turnover.

THE OUTCOME

In December 2021 – January 2022 the business realized notable growth based on the new budget distribution and the solus use of C4

13%

Growth year on year

6%

Above target

18%

Less spend

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