Home Centre store at Mall of the Emirates, being amongst the most successful stores for the brand and its parent company Landmark Group, was experiencing a slowdown in footfalls. A research conducted revealed that our customers being well travelled and informed were seeking a more modern shopping experience, along with a wide range of products and solutions.

On Home Centre’s e-commerce platform, it was observed that a significant number of respondents browsed online and shopped in-store. This suggested that whilst consumers were happy to explore online, they still wanted to come to the store to see and touch the product to have a more emotional attachment.

Thus, we decided to revamp the store and give consumers a more enhanced experience. This had to be announced with an integrated campaign to break through the clutter of offers in the market, especially in the home décor space.

The campaign execution was divided into two parts – pre-launch and launch. The objective of pre-launch was to create buzz around the revamped store followed by highlighting the newness the store offered.

The all new product range and value added services were announced through print, outdoor, radio spots and cinema animation as well as through digital media, YouTube Masthead take over and email & SMS blasts to over 900,000 customers. The films were also played across digital screens in the store.

To engage with customers, an in-mall kiosk was set up a week before the launch wherein customers could win gift vouchers through the ‘Spin and Win’ activation and also had the opportunity to draw furniture in 3D through Google’s Tilt Brush application.

The revamped store was launched with a spectacular performance by Nancy Ajram, drawing the participation of more than 10,000 customers. The event was broadcasted live on Facebook and Twitter.