Discount retailer enjoys overnight success
Top brand discount retailer The Big Discount Store has announced a massive surge in sales following the appointment of marketing communications agency Peppermint PR.
The Big Discount Store’s £9.99 ‘Red Recession Dress’ sold out within 24 hours of going on sale, following an innovative PR campaign devised by Peppermint.
The retailer experienced a 50% rise in sales during the week of the campaign launch, and traffic to its shopping website was also up by 230% for the week.
The unprecedented demand for the Roland Mouret style dress left The Big Discount Store directing its online customers to alternative £9.99 dresses which also later sold out.
Peppermint PR secured coverage for The ‘Red Recession Dress’ in several national and regional newspapers, and women’s magazines, including The Sun, the Daily Mail online, The Daily Star and Closer – as well as a raft of fashion blogs.
Clare Thomson, marketing and merchandising manager at The Big Discount Store, said: “The buzz that was generated around the ‘Red Recession Dress’ has just been staggering. We struggled to keep up with demand as ‘fashionsitas’ across the country flocked to get their hands on one. I even found myself trawling the rails of some of our stores to try and get hold of extra stock for the website."
Thomson continued: “Following the ‘Red Recession Dress’ campaign, we’ve continued to experience a rise in sales and traffic to the website week on week, demonstrating how effectively Peppermint’s PR campaign is working for us.”
Suzy Glaskie, founder and managing director at Peppermint PR, said: “The Red Recession Dress campaign is indicative of the significant return on investment which is achievable through a finely planned, well implemented PR campaign.“
Peppermint PR was appointed by Otto retail, which heads up The Big Discount Store, in July 2008. Since then, the award-winning agency has significantly boosted the retailer’s profile - its fashion range is now regularly featured across a broad sector of leading women’s magazine titles, including Look, New!, Closer, Bella and More.
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