Launching a challenger brand into the UK home retail market

THE CHALLENGE

As the sister store to TK Maxx, HomeSense is a growing brand, with relatively low brand awareness and a limited store footprint. Our challenge over the last three years has been to educate consumers on the unique HomeSense (a discount homeware retailer) proposition, highlighting the eclectic items that can be discovered in-store.


THE INSIGHT

With a diverse customer base, we recognised the need to target consumers beyond demographic groups and focus more on psychographic segmentation. This approach was substantiated by Millward Brown brand tracking which showed that love towards the brand’s unique proposition drove saliency, no matter age, gender or region.

THE IDEA

Our campaign for ‘Don’t Shop, Discover – Love From First Find’ is a mixture of news generation, social activation, stunts, experiential, brand-to-hand and CSR (partnerships with Comic Relief, Sports Relief and Action for Children underpin core activity as key drivers for sales and brand awareness). The campaign kicked off in February with a call-to-action, inviting consumers to showcase their ‘love from first find’ – an instore discovery that changed their lives. This launch was supported through social activation (#LFFF) and strategic media partnerships with publications in the vicinity of key stores to drive footfall. This theme continued throughout our store openings with our experiential work focusing on the ‘Curiosity Cabinet’, a unique shopping experience encouraging customers to ‘discover instore’ with the chance to win prizes. This activity contributed to the highest first-day sales of a store opening to date.

THE OUTCOME

From smashing first day store opening sales figures to driving Millward Brown brand saliency we have introduced over five million UK consumers to the HomeSense brand in the last twelve months alone, making HomeSense a firm fixture in the home interest consideration set.