Browsing: The Warehouse
After 21 years at Farmers over two stints, former head of marketing Dean Cook has hung up his purple tool belt, swapping it out for a red one with a move to The Warehouse Group. We sit down with Cook to reflect on the past two decades and how far the marketing and advertising industry has come in terms of in-house agencies, the proliferation of media channels and data. Plus, we hear his thoughts on how local retailers can compete with Amazon.
The Warehouse Group is on the search for a single media partner to work across all of its brands.
Farmers head of marketing Dean Cook has joined The Warehouse Group.
The Warehouse has announced a significant shift in its retail strategy via a new campaign developed by DDB and shot by production company Goodoil. According to the campaign, the company will no longer have short-term discounts, instead offering set low prices every day.
Ipsos has released the results of its ‘Most Influential Brands in New Zealand’ study and technology brands lead the pack, with Google, Facebook and Microsoft taking the top three spots respectively, alongside four local brands.
No doubt to the joy and relief of some parents, the start of the new school year is just on the horizon. So as kids and students start compiling their ‘back to school kits’, some brands are making the most of the country’s stationery and lunchbox fervour.
Halloween and Guy Fawkes have been and gone, marking the time to get into the Christmas spirit with in-store carols and themed campaigns. And getting in early with a new festive ad is The Warehouse, and DDB, which has created a holiday themed version of its ‘Bargain Feeling’ brand campaign that launched earlier this year.
This year, The Warehouse has changed things up a little by throwing a bit of a promotional celebration for its 34th anniversary. And the spot is likely to hit a few mums in the feels.
Facial expressions are an effective way of showing others your mood, and some would argue are more powerful than language. We can express a range of emotions with our 43 facial muscles: happiness, sadness, anger, despair and amusement to name a few, and now The Warehouse has shown what face punters make when they ‘Get that bargain feeling’.
At last weeks Retail NZ’s shop.kiwi event, the CEO of the US National Retail Federation Matthew Shay said a shift in attitudes towards spending means consumers are spending more in houses and home renovations.
The Warehouse is getting into the Christmas spirit by jumping on the bandwagon of random acts of kindness campaigns.
It’s not Christmas without carols, trees and ads. And while New Zealand retail brands aren’t going as large as those in the UK, whose Christmas campaigns tend to be looked forward to and often clock up views in the millions, there are signs that things might be heading in a more emotional direction here too.
If you are a child between the ages of five and nine, being a toy tester for a job is truly living the dream. The Warehouse and DDB are helping realise this dream for two Kiwi kids through a competition where young entrants upload YouTube videos of themselves reviewing their own toys. Two will be selected as official toy testers.
Last year, New Zealand retail giant The Warehouse announced it would stop selling all R18 games and DVDs. It also announced that it would introduce a living wage for many of its staff. These moves will cost the company money in the short-term. But, as Janisa Parag writes, brands that put people and purpose first outperform those that focus on profit.
The Warehouse Group has been bringing the real world and the online world closer together recently, with its recent rebrand of R&R Sport to the ‘omni-channel’ Torpedo 7, its Click Madness promotion, free wifi in the newly refurbished stores and an app that lets shoppers compare prices. Now it’s launching its Christmas campaign with a five minute online video that puts the decision-making in the hands of the experts: kids.
The founder of The Warehouse, Sir Stephen Tindall, is putting plenty of energy into philanthropic causes these days. And the chief executive of The Warehouse Group, Mark Powell, has given the brand a boost with the promise of a living wage for some staff and discussions about the size of his own salary. And, as part of the company’s communities and environment strategy, it’s also built a high-tech truck for Noel Leeming that promises to bring the wonders of technology to New Zealand’s most remote and least advantaged communities.
Since its launch only two years ago, Wellington-based tech start-up Showcase Workshop has grown quickly, picking up major Kiwi clients such as Spark, NZTE, Z Energy and The Warehouse, and now the company is expanding into Europe after winning a new client in Vodafone UK.
Back in 2005, Cyber Monday kicked off the US and has become the biggest single online shopping day in the country (and possibly helped reduce the numbers of tramplings, brawls and taserings on Black Friday); in China, Singles Day is now the biggest online shopping day of the year worldwide; and a number of other countries have replicated these events. New Zealand has been a little late to this e-commerce party, but, following on from the success of its inaugural Click Madness event last year, The Warehouse Group is set to kick off another one on Friday 13 June.
With mobile devices practically fused to modern hands these days, dual screening is becoming increasingly popular—and broadcasters and advertisers are acknowledging that shift, with The Warehouse and DDB joining the fray in the local market by offering viewers of the TVC a chance to win some of the items featured in it.
The Warehouse has transformed its offering in recent times, allocating $430 million over five years to refit its stores, improve the customer experience, increase the number of staff on the floor, stock a better range of products and brands and communicate the offer more effectively with the market. That’s led to nine consecutive quarters of profit growth and an increase in sales to $1.55 billion. But while its regular customers were aware of all the improvements, those who had written it off years ago still had some engrained negative perceptions. So, with the help of DDB, it’s faced up to them with The Warehouse Challenge.
A few weeks back DDB launched a campaign for Instant Kiwi that featured streetwalkers in starring roles. And its latest effort for The Warehouse has taken a similar, but far cuter, approach by filming a bunch of Kiwi kids applying for a job as a toy tester.
Just four months since launching its first ecommerce site, Shane Bradley’s ShopHQ has sold half of the company to The Warehouse.