The Award winning Bathroom Sale that was run by Bathroom Brands during October saw over 700 retailers taking part in one of the most successful marketing initiatives the industry has ever seen.
The Bathroom Sale promotion, which represented an investment from Bathroom Brands of over £2m, has according to Director, Roger Cooper: “Been an overwhelming success.” Participating retailers were required to display products from across Bathroom Brands portfolio including Crosswater, Simpsons, Burlington, Bauhaus, Aqua-Cabinets, Adora, Britton, and Clearwater. Bathroom Brands supported independent retailers with probably the biggest consumer-advertising and brand awareness campaign the industry has witnessed, exclusively designed and produced marketing materials, product brochure and special retail sale offers.
During the promotion the participating retailers were considered by Bathroom Brands across a number of criteria including in-store performance, in-store promotion, product displays, along with consumer advice and local and regional marketing strategies – resulting in 3 special awards:
Mystery Shopper Experience Award
Winner: Ebberns, Hemel Hempstead. www.ebberns.co.uk
Throughout the Sale period, Mystery Shoppers visited participating retailers to award points for; product knowledge, outstanding customer service, display excellence and creativity of design and follow-up. In this category Ebberns of Hemel Hempstead received the Gold Award. Ebberns’ Tony Barber said: “I’d love to know who the mystery shoppers spoke to! It’s wonderful to be recognised like this, we love Crosswater products and the Sale has been a terrific pre-Christmas boost to our trade.”
Best Marketing of the Sale
Winner: Solo Building Supplies, Penzance, Cornwall. www.soloshowrooms.co.uk
The Bathroom Sale offered its retailers a host of free marketing materials and this award was given to the showroom deemed to have made the best possible use of the new photography and creative elements. Solo Building supplies created a dedicated marketing campaign that included; outdoor advertising on bus stops, and digital and print media to create a buzz around the promotion. Megan King, Showroom Manager for Solo, said: “We are delighted to receive this award. Solo has a progressive attitude to advertising and marketing and we really made The Sale our own by making use of the images and copy supplied.” Caption: Megan King, Showroom Manager of Solo.
Special Marketing Award for Multi-Outlet Retailer
Winner: Haldane-Fisher, NI. www.haldane-fisher.com
Haldane Fisher received a special award for the most successful multi-outlet independent, with showrooms throughout Northern Ireland Stephen Rooney, marketing director, said: “There are clear signs of growth in the economy. The Sale came at just the right time to capitalise on increasing consumer confidence. We’ve worked with Bathroom Brands for many years, I look forward to The Sale 2014.”
Caption: Haldane-Fisher showroom
All the winners receive a two day trip to either Paris or Venice and a £2k contribution towards their marketing activities during 2014.