When a local company has aspirations to scale and grow, it’s not always easy to find the right agency partner. Having built a successful business from a warehouse, a national furniture outlet moving into the area was a cause for concern. The time was right to investigate how to state a position across the South-east of England and beyond. Even with an already proven website and ongoing advertising, the existing brand perception was limiting opportunities to become the dominant local force. The challenge here – as for many small businesses – is to find someone who understands their requirements, is able to offer them the needed breadth of services and, at a realistic price relative to the market they are in…
That’s when Kaleidoko stepped in.
Market expectations revealed that potential clients were requiring solid, quality furniture products at Internet prices. The hidden challenge is in the delivery of goods – as items damaged in transit lead to costly returns and diminished brand perception. Fortunately, FurnitureAndMirror’s approach is to hold all items presented in their showroom within an adjacent warehouse. This enables all goods to be inspected and collected immediately or delivered and set-up at buyers’ home. The challenge was how to convey their niche in the market that allowed competition with the online-exclusive retailers. It would require a strategy to present the benefits of a cutomer-care orientated local supplier to the public – yet at prices and timescales that match or beat online.
Kaleidoko set about conceptualising a brand that would stand up to national scrutiny. Refining key propositions around sustainably sourced quality furniture, holding huge amounts of stock and ensuring items arrive as expected. The creative translated into all tangible assets from store fronts to advertising to social, from van livery to clothing to sales tickets. An overhaul of the website provided a dynamic opportunity to to turn norms upside-down by making window-shopping occur online and driving customers in-store – in true click-to-bricks fashion. The result was a bold, new brand which acted as a catalyst for the business to explode. Now with new stores opening up and others in the pipeline, the brand consistency touches all external components and the result has been a dramatic increase in sales revenues.
The Entire Brand Experience Dashboard