Carpetright has debuted an advertising campaign focusing on knowledge and service, rather than price or discounts.
The ‘No one knows more about floors’ campaign comes after a survey of Carpetright shoppers found 73% were very satisfied with the retailer’s knowledgeability, and 63% rate its expertise highly. However, people who are not Carpetright customers have neutral or negative perceptions of its expertise.
Consumer research conducted last month of 2,500 consumers found 97% cited expertise as an integral factor in choosing a retailer.
Voiced by comedian and actor John Thomson, the campaign launches with a 30-second spot and full suite of idents. From virtual and instore services and buying to customer service and delivery, the work highlights the service offered by Carpetright.
‘We are delighted with the new campaign which boldly demonstrates Carpetright’s expertise in all things flooring. The creative is fresh, conversational and engaging and will be activated across all channels from TV and in-store POS to social and online, says Helen Vinken, Carpetright marketing director.
