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Matalan finds new tone of voice for marketing


Homeware and fashion retailer Matalan is training its area managers and other staff on how they can use language in marketing campaigns and point of sale materials to benefit the business.

By bringing in language consultancy The Writer to run a project for its workforce, the company hopes to implement a new tone of voice across its network of stores.

Examples of how the Matalan message has changed following its partnership with The Writer include the switching of promotional material such as “Last chance to buy” and “Just arrived” to “Get me before I’m gone” and “I’m new” respectively.

And instead of placing signs in store saying “Fitting rooms” and “Thank you for shopping at Matalan”, the retailer has implemented the messages “Try it on” and “Thanks, see you again soon”.

The move comes after the company reported a 4.5 per cent decrease in like-for-like sales for the 19 weeks to January 8th 2011 and blamed the snowy weather for the drop in festive trading.

Carly Hughes, Senior Brand Manager at Matalan, said: “Our customers, and our people, are warm and down-to-earth, so we wanted to make sure our writing reflects that.

“What will make this project more than just an exercise is everyone internally becoming an ambassador for the work.

“The Writer’s workshops have made sure everyone’s excited about the power of language at every level within the business.”

Neil Taylor, creative director of The Writer, added that his company was “dead chuffed” Matalan had decided to make language such a big part of its branding.

Published on Wednesday 02 February by Editorial Assistant

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