Inspirational styling with the Housing Units Spring Sale


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Challenge

Having recently developed a more contemporary brand for Housing Units (HU), the Manchester home department store, they wanted to ensure that this new premium feel translated throughout their Spring Sale.

Shaping shopper behaviour

We have little time to calculate pros and cons of all decisions we make every day – we resort to autopilot, driven by irrational instinct and emotion

Our behavioural understanding tells us that by inspiring shoppers with styles, trends and inspiration, and making them seem attainable, we have the power to influence their purchasing decisions.

The imagery and tone of voice used to communicate the Spring Sale to customers plays heavily on the temptation bias. We need to convey the wealth of products available at HU, reinstilling the fact that they have “the perfect everything for your home”.

Featuring an array of styling and accessories the imagery ensures each trend is one that can be applied to all shopper’s homes. By playing on the framing behaviour bias, we use the photography and overall look one that is more realistic and achievable within customers’ own homes.

Cameo images and additional video content helped bring the Spring Sale trends to life, providing customers with close-ups of products showing the materials and textures used.

Shorter trend videos were captured for use on social media and HU’s website, whilst a behind the scenes video allows customers to have a sneak peak at what goes in to  a photography shoot.

Dawn Ward, Interior Designer and star of Real Housewives of Cheshire, features in the video content too, talking through her favourite products and aspects of her Boutique Luxe trend.  She also provides tips and advice on how to achieve the look. These short, concise videos allow HU, and Dawn, to share the content across their website and various social media channels.

We used our appreciation of the authority behavioural bias by including comments from HU’s Interior Designers, as well as Dawn Ward, throughout the Spring Sale brochure and on in store signage.

To support the Spring Sale we applied the campaign look and feel across HU’s digital content, direct mail pack, in store point-of-sale, press advertising and outdoor signage.

The Spring campaign launched with a 5 day Preview Event and also included 30-second radio ads, airing on Smooth and Key 103, throughout March and April.

Driving success

The new Spring Sale identity will now provide a basis for forthcoming sale periods, whilst the portfolio of roomset and cameo images for each of the five trends will be adapted for use across a variety of channels.

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