KBzine: the original kitchen and bathroom industry e-news - since 2002
24th March 2017
We strongly recommend viewing KBzine full size in your web browser. Click our masthead above to visit our website version.
Franke launches 'More in Store' campaign supporting independent specialist retailers
More in Store is the major new campaign being launched by Franke on January 1st and continues Franke's strategy to directly support its independent specialist retailers.
The campaign follows on from the recent introduction of new sales and distribution policies designed to uphold the values of the Franke brand and protect retailers from unregulated internet trading by 'market free-riders.'
The campaign is fully integrated to improve consumer understanding of the great benefits they get from buying from a specialist showroom, while offering retailers an extensive support package to help them generate sales and enhance their margins.
The More in Store campaign is open to all Franke showroom retailers nationwide and is free to apply for.
Franke showroom retailers will receive a mailer, inviting them to register as a More in Store retailer on a dedicated, trade-only website (www.moreinstore.co.uk). Once registered they will receive a Welcome Pack with an individual user name and password for future log-ins.
The Welcome Pack contents include a calendar outlining the schedule of planned promotional activities; a guide on how to use the microsite and make use of its benefits, plus a menu of the newly-designed POS material and merchandising items that will be available free of charge.
The microsite is designed to be a constant reference portal for retailers who will receive regular e-marketing communication. Signing up will give them permission to access the full library of digital product images and logos to download for their showroom business use.
The More in Store microsite will give notification of exclusive displays, promotions, training opportunities and events. It will also carry useful business news and contain advice sections on how to generate effective local pr, assistance with creating advertising, together with direct marketing and website tips.
The More in Store campaign is being promoted through trade pr and advertising outlining Franke's commitment to its independent specialist retailers.
Consumer marketing is also a core component of the campaign, promoting the benefits of buying through specialist retailers where they can get 'so much more' in terms of advice, service, offers and exclusive product when they go in store.
All participating retailers will be promoted on the Franke website dealer locator.
Recognising the importance of the retailers influence in a consumer decision, a 12 month calendar of activities is planned, exclusively for the benefit of participating showrooms to increase consumer awareness and encourage footfall into showrooms.
Activities will include product competitions in high profile consumer magazines, money-off incentives to visit showrooms; regular product promotions; quality in-store give-aways to help close a sale and a major charity initiative.
Ramping up its social media activity, More in Store will also be promoted on Facebook, Twitter and Pinterest.
"More in Store turns a fresh page in Franke's relationship with its specialist retailers and through it we aim to demonstrate our strong commitment to them and support of them," says Neil Clark, marketing director.
"With our new sales and distribution policies, we are addressing the damaging effects that unregulated internet trading has done to the Franke brand and, crucially, our relationship with our specialist retailers.
"We are developing a multi-channel approach in which we want our showroom retailers to take centre stage. The More In Store campaign is designed specifically for them, to underline our commitment to them to work in partnership and help them grow and prosper."
T: 0161 436 6280
13th December 2013