15.02.09

15.02.09 Beales Sale Outperform Market

Thinking Juice, the award-winning advertising, digital and branding agency, has reported market beating sales results for retail client Beales Department Stores.

In Summer 2008, following an intensive pitch process against top London and regional creative agencies Thinking Juice was handed the brief to drive sales and create a campaign to take the business through the recession and build the Beales brand.

The pitch was called after the appointment of Tony Brown as new CEO, from Bhs where he was head of retail, working directly with Philip Green, with the brief of reviving the Beales business.

While retail as a whole has been plunged into negative year on year figures, the Beales campaign has already delivered excellent results. The retailers MEGA SALE event in December yielded their best first day sales figures on record, and the Christmas campaign was a great success compared to competitor like-for-likes.

The focus of the work so far has been driving up the design values, creating new in-store communications and creating response driven advertising and direct marketing to reposition the brand and drive sales.

During a recent lingerie promotion lingerie sales lifted by 28% and in a depressed furniture retail market sales have been up by a remarkable 40%.

Debbie Watt, Client Services Director, said: "We continue to enjoy a fantastic working relationship with the Beales Marketing team. In very tough retail trading environment, it's great to be delivering results that are against market expectation. To be on board and work on such a great business and assist in driving measurable change is an opportunity to show exactly what Thinking Juice can do."