Established in the centre of Honley in the 1960’s, Dixon & Franks, a family run business had become known locally a high end carpet and flooring specialist, fitting out some of the most prestigious hotels and luxury residences in the regions. Whilst this was a great accolade for the company, it did cause a negative on the more budget conscious home and business owner wanting affordable carpets and flooring.
The company vision was to offer both prestigious flooring along with affordable budget brands, which meant everyone, could enjoy the service and experience of the company. To add further value, the 2 unused floors were converted into a mini ‘John Lewis’, with an MD who wants to be the new Mr Selfridge, offering homeware, kitchen design, soft furnishings, bed and dining furniture making Dixon & Franks a one stop shopping experience.
The challenge was then to portray this to the public. To make the store rival some of the big names in the city centres, Hollywood Agency, over the past 18 months have helped Dixon & Franks to achieve their targets and objectives, our client has increased staffing in the store by 50% along with increased foot traffic, thus increasing sales by 80%. This was achieved by delivering a high impact and thought provoking 12 month creative advertising campaign across regional media supported by a brand new look website. We also produced video commercials used both on and off line as well as local competitions and local sponsorship programmes to engage the local community.
To facilitate the growth of the department store and to encourage customers to stay in store for longer we then launched Café Loom after a market researched project in the centre of Honley, the Café has increased sales across all departments by a further 30% based on revenue figures and has turned Dixon & Franks into a flagship shopping destination never seen before in the Holme Valley.