Transforming Sharps business with behavioural economics

Challenge


Sharps are the UK’s largest fitted bedroom brand and target growth in revenue year on year.
As TV is their biggest growth driver, creating an effective commercial is an imperative.

Shaping Buyer Behaviour


We lack objectivity when considering options – we choose based on context; comparison to other options and relative price, availability and scarcity

To drive Sharps advertising approach we conducted extensive research to identify the customer journey for those looking to buy bedroom furniture. We also clearly defined the strengths and weaknesses of the brands that Sharps compete with and the companies that sell alternatives to fitted wardrobes.

The ad entitled ‘transformation’ starts by showing how an empty room (the context) is beautifully transformed into a stunning new bedroom. It then goes on to show how the wardrobe magically build to give the women in the commercial the perfect storage solution. This technique draws inspiration from the framing bias – when decisions are made comparatively. So from empty to complete solution. We also based the room sets on real customer problems which also drew on the representativeness bias.

Embracing the goal dilution behavioural bias, the call to action in the advert is only for the first step in the process, to find your nearest showroom or to book your free home design visit. Then throw in a bit of scarcity with the sale message and you have the secret to a hugely successful campaign.

Driving Success


Since its launch, the ‘Transformation’ TV advert has been the key element in Sharps advertising campaign, delivering the reach required for a national brand.

Sharps advertising has delivered year on year double digit growth in appointment numbers for home design visits.

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