John Lewis maps out new strategy
Retailer, John Lewis Partnership is launching a direct marketing campaign to promote the opening of its new department store in Liverpool.
The direct mail campaign, created by Kitcatt Nohr Alexander Shaw, targets existing John Lewis customers, inviting recipients to the new store opening event.
The mailing is devised in the shape of an Ordnance Survey map. Once the concertina map is opened, it highlights the route from the old Liverpool store to the new store on Paradise Street. Across the map are images of the range of goods available to buy at John Lewis, from kitchenware and furniture to audiovisual equipment and fashion.
The mailing is designed to target ‘women who love to shop.’
Miranda Goodenough, head of direct marketing at John Lewis Partnership comments: “Our new store is airy, bright and spacious, with great dining and the biggest range of brands ever seen in Liverpool. We wanted the new Liverpool store opening to be seen as a major event for serious shoppers as a significant feature in the successful regeneration of the city. This exciting mailing will help create a buzz of excitement prior to the event and ensure that recipients have a clear reason to visit the new store on and after the opening in late-May.”
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