Turning DFS from a value brand into a brand that people value
To hit growth targets, DFS needed to attract a more affluent sofa shopper by broadening its appeal. It was critical, however, to address the balance between the competing needs of short-term sales driving activity and long-term brand health goals of increasing brand consideration and love. A multi-year strategy positioned DFS as a more realistic, revealing, popular, and likeable brand without downplaying the price offers it was famous for. Advertising campaigns featuring animated characters celebrated the production and quality testing of its sofas, with British Heart Foundation and Team GB partnerships used to build affinity. Following the activity, there was a 28% increase in consideration and penetration, amongst the more affluent sofa shopper, rose by 32%. The approach delivered an estimated £109m of incremental sales over six years and a 64% increase in profit ROI.