Good advice boosts 143 Imerco stores

After internal and external analyses and a series of workshops with the chain’s management, we were ready with a new brand concept and launch plan in the beginning of 2004. The elements that will be implemented over the coming years are designed to create a broader and more homogeneous public awareness of the Imerco brand, while optimising the chain’s marketing investments.

The Imerco brand concept is anchored in the employees' experience, service and expert knowledge. It is unique, differentiates Imerco from discount hardware retailers, department stores and superstores, and gives customers a good reason to shop at Imerco. Moreover, many of their competitors focus on niche areas such as gifts or design and quality, so there was a large gap in the market for a customer-oriented retail chain that offered advice and service to customers. We've filled that gap with the Imerco brand.

We used Iben as a spokesperson in our advertising to personify the professional knowledge and friendly service you encounter in Imerco stores. Iben is a woman (our target audience) who is down-to-earth and always smiling. And she knows all about how to get the best out of the trusted brands on offer at Imerco. Iben is caring and offers professional advice on behalf of all 800 employees and storeowners; at the same time, she functions as a brand persona that links our television adverts, brochures and in-store materials.

Our work with Imerco is focused on their product portfolio and on ensuring that the independent retailers back the strategy and service concept; and of course, on making sure that the chain lives up to its promises at every customer touchpoint.

Imerco adverts