Your Building Partner
Awards: Retail/Etail (Silver)
Carters was a brand in
crisis. Well, to be fair, it was hardly a brand at all, being considered
predominantly a trade supplier with very little emotional appeal to allow
for any increased margin or price premium.
A weak and unfocussed
brand personality and critically low share of voice over 5 years had led to
dwindling awareness and consideration and faltering sales, as well as
unacceptable and unsustainable financial results. With as much as 95% of its
custom historically coming from the trade, who generally saw it as having a
timber-focus, Carters had all its eggs in one basket, and one of the most
demanding, least loyal and least profitable (on a 'per item' basis) baskets
around. Their trade focus meant that buyer power was considerable and the
vast majority of their product range was commoditised as a result.
What else does this article talk about?
- Home improvement retail
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