Opportunities
Home Bargains original image was rejected outright by most well positioned shopping mall landlords - a lucrative market that Home Bargains was keen to penetrate.
Our innovative solutions enabled Home Bargains to be welcomed into better locations whilst not alienating key customers.
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Objectives
Enable T J Morris to acquire improved mall locations by re-positioning the brand.
Reach and appeal to customers outside the existing marketplace.
Improve store operations.
Develop a new retail identity and rationalise the existing name ‘Home and Bargains.’
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Outcome
Landlords were persuaded to accept the new re-branded concept within their better quality mall environments.
The business has grown from 20 to over 80 outlets and generates sales to substantiate 10,000sq ft sites areas - terrific growth from the original 1500 sq ft base.
Now reaches a higher spending audience. |
