Evolving from the brand CDS superstores, we launched the first ever The Range store in Cardiff, followed by Swansea and then rebranded the former CDS stores in Newport and Exeter over to The Range.
The launch strategy involved us challenging the client to test TV for the first time. We knew from previous experience launching many stores for the retailer The Fabric Warehouse that, whilst the cost of TV to launch a store was relatively high, it catapulted stores to an almost optimum level instantly.
This was in stark contrast to the traditional means of store launching using say local radio and press, which saw gradual sales increases. When time is considered versus the initial cost of the TV, it paid to reach an optimum level quickly.
The TV was still supported with targeted door drop leafleting and radio in specific areas and we constantly analysed the effectiveness of each media, evolving plans as we went. The growth was phenomenal and the rest is history – the group now has over 140 stores.