Celebrating bargain shopping

The Original Factory Shop

Truth

With the appointment of a new CEO and increasing pressure from low-price competitors, The Original Factory Shop approached us to refresh their brand proposition and develop a unique personality for their stores. Their buying practices mean that store managers often don’t know what stock to expect. Stores felt overwhelming and were losing appeal with core customers.

Change

We explored the psychology of bargain hunting through observation and interviews with customers in store and at home. We found that a sense of discovery is what matters to savvy value shoppers, and so centred the proposition on a joyful marketplace, balancing the adrenaline rush of ‘finding’ a bargain with clarity and ease of shop. We warmed up the TOFS tone of voice and delivered bold in-store communications to celebrate great deals, new arrivals and translate their confident personality throughout the estate.

Success

+ Improved customer perception. 93% of customers now agree that TOFS is enjoyable to shop, and 96% agree it is it easy to shop
+ Customer interviews describe The Original Factory Shop as ‘more developed, less old-fashioned, more strongly defined’, with communications ‘projecting a sense of fun.’