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The store traffic from the day 2nds World at Mentone opened has been described as terrific by owner, Peter Hammerman, who made particular mention to the grand opening weekend on June 25 and 26. “We saw very encouraging numbers of customers come through our doors at opening,” he said, noting stand out sales across cooking, refrigeration and whitegoods.
2nds World is located at the Mentone Centre, also home to a Bunnings Warehouse and Aldi store. The centre attracts customers who are both looking and buying due to the breadth of retail outlets present, according to Hammerman.
The retailer has invested in marketing efforts at both a local and metropolitan level to attract interest and introduce the 2nds World brand to Melbourne consumers. This has contributed to consistent sales across key categories as demand for the retailer’s style of business is strong in the Melbourne market.
“The initial launch for the Mentone store was via an extensive television and radio campaign. Catalogue distribution was also crucial in supporting the launch and communicating deals. We are currently marketing with leaflets and catalogues delivered via letterbox including incentives to shop offering customers a $50 saving when they spend $300 (excluding delivery). Radio is being used to promote the brand and new store, as well as the promotions,” Hammerman explained.
When asked about the target customer demographic, Hammerman said it was “a little early” to assess trends and determine customer demographics.
“2nds World has been in the Sydney market for 35 years and has many loyal customers who understand the brand proposition. The task is to educate Melbournians and provide them access to save on all their appliances.
“2nds World has experienced overwhelming support from suppliers and the new Melbourne store offers cost savings to suppliers who can deliver directly to our Melbourne store to supply the local market. The customers have also been very enthusiastic and their support has been encouraging,” Hammerman explained.
He expects audio video, small appliance and refrigeration sales to take off ahead of Christmas.
The new Melbourne store also serves as the retailer’s online warehouse to directly supply to the Melbourne customer base.
“We aren’t surprised by the uptake of sales in the online space as we know customers research online and feel confident to buy online, particularly as convenience is all important. We are seeing great results at this early stage and expect this to keep growing,” he concluded.