Essential reading for retailers and suppliers in the home improvement market

Crown uses seasonal theme to target female shoppers

Published: 10 September 2007
With summer almost over and autumn just around the corner, paint manufacturer Crown is to hit the pre-season rush for interior home decoration with a new advertising campaign following a seasonal fashion theme.
Crown uses seasonal theme to target female shoppers
And a key focus for one of the UK's key paint brands is the ABC1 female shopper, aged 25-44 years.

Women are becoming such important consumers that Crown is catering to them with a campaign aiming to generate excitement and raise awareness of its inspirational fashion-trend led paint range - Fashion For Walls.

The new breed of female customer places huge importance not just on quality, but also on a desire to see fashionable elements in their personal lives reflected in interior decoration, Jo Baxendale, senior brand manager at Crown told diyweek.net.

She also notes that studies of trends among women show that the female customer, who is taking an active part in home improvement, decorates 2.4 times per year against an average of 1.8 times per year.

"This is a significant high value investment for the rest of the year to tap into the consumer and get them to understand the inspiration behind the brand," Ms Baxendale added. "It is something different for the category and something different for retail. The colours and finishes in the range are quite unique and there is nothing else like them in the portfolio."

Campaign

The campaign is part of a wave of marketing activity, which hits this autumn. It features fashion-themed gifts, prizes (such as a four-day break, including flights and accommodation, as well as £1,000 spending money) and an in-store 'Fashion Sale' in October.

Consumers receive25% off the retail price of any paint in the range. All activity will be supported by a media campaign throughout mid-October.

In-store retailers will receive POS and literature, online activity, and backing from a £500,000 national press advertising campaign in a variety of home interest titles, women's consumer press and national newspapers throughout September and October.

The Crown team is also raising awareness of the range amongst store staff with fashion packs.

Crown has already introduced (in August) an exclusive Fashion For Walls colour card highlighting the seven key looks that make up the collection.

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