TURNING RETAIL COMPLEXITY INTO CUSTOMER-FOCUSED SIMPLICITY AND SUCCESS
Ethan Allen and Ashley dominate the furniture category. Bassett lagged behind with little awareness, a dated brand perception and declining sales. But Bassett’s complex. There were 92 Bassett stores nationwide, plus their new partnership with HGTV HOME™ DESIGN STUDIO. So challenge one was to bring the two brands together without losing equity in either.
We also had to integrate the HGTV HOME™ Furniture Collection into 45 independent retailers carrying the furniture and do it without creating confusion with the corporate Bassett stores.
So, we broke it down and rebuilt it with a customer-centric, Omni-channel approach.
In a nutshell, we changed Bassett’s messaging from cute and clever, which failed to engage customers, to a brand positioning that set Bassett apart – uncompromising quality with an in-store and online experience that allows customers to create their own sense of style.
We overlaid the new branding with a sales-driven promotional campaign to create urgency during the yearly 23 promotional periods. Navigating through, I helped develop concise guidelines and key components including brand and retail broadcast, digital, in-store videos, POS, email blasts, and national sweepstakes.
As a result, instead of seeing a sales slump, Bassett saw a 17% increase in year-over-year sales.
BASSETT HGTV HOME
cw
A 30-minute TV show in 30-seconds
QUALITY WITHOUT COMPROMISE
Web & In-Store Video
cw, interviewer, online producer
