Woolworths’ hardware group Masters aims for spring renovation

 In Australia, NewZealand, Woolworths
As householders’ thoughts turn to gardening, painting and outdoor projects with the arrival of spring, Woolworths is ramping up marketing for its Masters home improvement chain in an attempt to increase brand awareness and lure shoppers.

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This marks a change for the retail chain which has in the past taken a low-key approach to marketing. But, after biting the bullet last month and admitting that home improvement would not break even in 2016 as planned, Woolworths is now working against the clock to improve sales at Masters stores to recoup group overheads and reduce losses, which blew out $30 million to $169 million this year.

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Masters now plans to significantly increase marketing and promotions, particularly at key times, starting with Father’s Day on September 7 and the arrival of spring, to promote the Masters brand and change shopping behaviour.

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The retailer has released a 64-page Father’s Day gift catalogue supported by a national television, online and print marketing campaign. A spring promotion starts in the next few weeks. Both the Father’s Day and spring campaigns build on Masters’ claim to be Australia’s fastest-growing hardware chain. Sydney Morning Herald – Read more…
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