Agency: Saatchi & Saatchi Garland & Compton | Author: John French |
A Kay's history
INTRODUCTION
Kay's Catalogue is used by 3.2 million customers, it is seasonal, having two catalogues per annum, each of about 1,000 full colour pages and carrying over 2,400 items. Just under 10% of UK women buy from Kay's.
Advertising is primarily seen and judged by the client in customer recruitment terms, although it has the normal consumer confidence and repeat purchase effects.
Kay's primary customers are called 'agents' who, after passing a rigorous credit check, are able to buy from a range of 24,000 items...