Safestyle UK has had a strong start to 2016 with order intake 24% upon the same period last year and ahead of management expectations Chairman Steve Halbert said in his statement to the AGM on the 19th May. Safestyle attribute this to a number of factors including an increased product range, investment in the brand and “market leading promotional finance”
We can all see a distinct change in the style of the TV adverts away from BOGOFF to a way more grown up way of approaching the consumer we’d suggest, perhaps that has had an effect on this market beating growth.
Steve Halbert said “The comparators for the second half of the year will take into account the Group’s enhanced promotional finance offer that was introduced in June 2015 and had a significant positive impact on trading in H2 2015. As a consequence, we expect the growth in order intake in H2 2016 to moderate from the current exceptional levels.”
It’s interesting that Iceland the frozen food retailer has also announced a move away from their recent advertising style with celebrity endorsement in part because of the less than positive brand associations that came with using Kerry Katona, maybe we are seeing a trend towards speaking like grown ups to a more informed (by the internet? ) consumer. Then again Go Compare !
Safestyle UK plc’s AGM statement can be downloaded from their website here