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PWS champions the independents
Hot on the heels of its highly successful real kitchens' project, PWS has launched a duo of web-based tools to champion its independent Second Nature retailers.
The first is an animated video that demonstrates the many benefits to consumers of buying a kitchen from their local independent specialist. Following extensive and ongoing focus group research, the findings have revealed that many consumers do not understand what an independent kitchen retailer stands for. Many think independents only offer bespoke kitchens and therefore perceive them to be out of their price range.
The video aims to educate consumers about the merits of the independent channel, from their design and planning skills through to managing every aspect of the kitchen project and all at a price that just might surprise the consumer.
The second new marketing tool is the facility to create a moodboard of kitchen ideas and interior schemes on the Second Nature website or via an iPhone app. Accessible via desktop or remotely through iPhone, images can be uploaded from the Second Nature website, other websites or via a phone/camera, for sharing with friends and Second Nature retailers. For the retailer it is expected to generate more sales leads with consumers being better prepared with a fuller design brief when they visit.
"In the current economic climate it's more important than ever that consumers appreciate and value the many benefits of buying from an independent retailer," argues Christian Walker, Second Nature's Brand Manager.
"We know from our research that there are potentially many consumers out there who rule out the independent on budget and the video aims to counter the perception that the independent channel is unaffordable.
"This message is reinforced on the website with the 300+ real kitchen projects, which can be filtered by budget bands. It's so important to preserve our high streets and we are constantly developing new marketing initiatives, such as the animated video, moodboard facility and real kitchens, to continue to promote and champion the skills of the independent kitchen specialist."
For further details on the Second Nature programme contact PWS on:
T: 01325 505500
17th May 2013