Giving TJ’s Customers That Savvy Feeling.
Long-standing Oakbase client TJ Hughes is transforming itself with an ambitious store opening programme, a repositioning of the brand and a return to TV for the first time in 8 years.
TJ’s proposition – The Discount Department Store – is more appealing and relevant than ever in post-recession Britain. However, research pinpointed the need to re-build awareness and to attract younger profile customers to their Biggest Brands-Biggest Savings offer.
Insight led us to build a new, distinctive, own-able and campaign-able positioning around “feeling savvy” – that awesome buzz that comes from finding a genuinely amazing deal.
TJ’s is now the Home of Savvy Shopping and this positioning is being carried through every element of the mix – from high energy new TV ads, to radio, outdoor, press, in-store POS, the website and social media channels.
Our work is rigorously judged in terms of ROI and all the metrics are positive – footfall, average basket spend and turnover are all showing excellent growth.
TJ’s 2014 £3M Giveaway delivered phenomenal results – overall sales increased by 15%, the volume of transactions by 9.5% and basket spend by up to 27%. The incremental revenue more than recovered the promotion budget and the feedback from stores was that “…the atmosphere and customer queues were just like Christmas!”.