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Shop Direct Group unveils £12m marketing drive


Multichannel retailer Shop Direct Group has today announced that it has invested more than £12 million in a multimedia Christmas ad campaign for its flagship brands., and have each created their own individual campaigns across print, online, social media and mobile, with television adverts broadcasting throughout the day.

The Very marketing drive was rolled out earlier this week, with commercials featuring TV presenters Holly Willoughby and Fearne Cotton offering the opportunity to scan QR codes that take users to relevant pages on the retailer’s website.

Isme’s ad was the first to launch in early October, and it stars actress Lynda Bellingham as a fairy godmother who highlights the hassles of shopping on a busy high street at Christmas time.

Littlewoods’ 40-second advert, celebrating the role of mums at Christmas and acts as a fun take on the family getting together over the festive period, and has been running since mid-October.

Gareth Jones, Retail Director at Shop Direct Group, commented: “These campaigns underline the confidence we have, both in our brands and our fantastic product offering this Christmas.

“We can now offer something for everyone this festive period and with the launch of isme at the start of this year our brands now feature fantastic fashion for women of all ages, from 18-80yrs.”

Technology is increasingly being used in marketing material, and as a recent Retail Gazette feature explained, the use of tech systems in advertising is helping build trust with consumers.

“Mobile is an increasingly important channel for us and with the evolution in technology, customers are now able to see an advert they like and with one quick scan of a QR code be able to purchase the featured product - wherever they are,” added Jones.

“Each brand’s campaign takes a different approach to get cut through to the consumer at a time when the advertising market is incredibly crowded.

“We have also ensured we injected a humorous and tongue-in-cheek element into the campaigns to help try and lift some of the doom and gloom which many consumers are clearly feeling at the moment.”

Published on Thursday 03 November by Editorial Assistant

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