Appliance Shed: Legit brands. Legit results.

This case shows how Appliance Shed, a small Auckland-based retailer of low-price electric goods, used innovative brand and retail messaging to reverse its declining sales.

Appliance Shed: Legit brands. Legit results.

Agency: J Walter ThompsonClient: Appliance ShedCategory: Retail/etail

Summary

A fresh strategy from J W Thompson re-positioned the Appliance Shed as the "brand outlet Renegade Retailer. The "Legit Brands. Legit results" campaign blew the whistle on the retail tricks that its competitors play that prevent shoppers from getting the best prices. The results were higher-spending customers, an increase in basket size, and a much-needed return to growth.

Key Learnings

Using category insights to embrace a challenger position against the "Goliath" competition, J W Thompson transformed Appliance Shed from...

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