Fuelling further expansion for a multi-channel retail success story

2016 TV Advert [Click to view]
2016 TV Advert [Click to view]
Launch TV Advert [Click to view]
Launch TV Advert [Click to view]

The Brief

  • (2011) To utilise broadcast media for the first time and deliver uplift in sales across both stores and online. As a fast-growth retailer with both stores and eCommerce, we needed to build a robust model to track results across all touch-points. Budgets needed to massively outperform the marketing budgets of rival furniture advertisers such as DFS, Furniture Village and Harveys.
  • (2011 – present day) Rapid expansion of stores throughout the UK had to be addressed by a media plan that addressed sales targets on a national and regional level.

Results

  • Oak Furniture Land have pursued an aggressive store expansion programme which has seen the portfolio increase from 12 stores at the end of 2011 to 36 at the end of 2012.
  • Following a hugely successful launch with a creative produced under our management, Oak Furniture Land now run an extensive suite of commercials promoting various product lines.
  • Since testing with TV as the sole medium, the media mix has expanded to include radio and press across both regional store openings and national brand-response objectives.
  • Sales for the six month period ending September 2012 were £59 million, a 155% growth in turnover.
  • 2012 full-year sales rose 140% to £85m while pre-tax climbed to £9.2m from £3.9m the previous year.
  • Featured in the 2010 Sunday Times Fast Track 100.
  • Featured in the 2011 Sunday Times Fast Track 100.
  • Featured in the 2012 Sunday Times Profit Track 100.
  • Featured in the 2013 Sunday Times Profit Track 100
  • Featured in the 2014 Sunday Times Fast Track 100
  • Featured in the 2015 Sunday Times Top Track 250
  • Winner of the 2016 Sunday Times Virgin Top Track 100 Outstanding Achievement Award