Merchandise and marketing
Merchandising
Merchandise innovation is our competitive advantage and we focus on driving sales through exclusive and differentiated product lines. An electronic merchandise catalogue, introduced in-store in 2008, gives our customer access to a wide range of products that are not necessarily housed in-store.
A distinctive merchandise range - with new designs, manufacturing techniques, fashion trends, alternate wood and other materials sourced from a diverse range of suppliers locally and internationally – offers customers attractive and exclusive merchandise at affordable prices.
Merchandise is sourced from suppliers that can offer exclusivity and product differentiation, and also from regional manufacturers to improve inventory levels in stores, reduces delivery lead times and lowers costs. All products are supported by local after-sales service, and quality control on imports is supervised by a Hong Kong-based supply specialist that manages and supports all imports.
Delivery is direct to the stores by suppliers, thus increasing efficiency and eliminating costly distribution centres and warehouses, and stores are responsible for their own customer deliveries. (An average of 90% of deliveries are completed within 24 hours of the sale)
Marketing
Targeted marketing and advertising campaigns communicate the promise of quality, exclusive merchandise and personalised service to current, settled and potential customers. We use innovative formats in mainstream media advertising together with non-traditional marketing strategies to ensure consistently high consumer awareness levels in the marketplace.
Marketing strategies and tactics are tailored for our target market profile:
- Targeted brochure distribution is undertaken in core trading areas, eliminating areas which attract a low sales return. (These brochures feature the depth of the merchandise range).
- Leaflets are handed out in selected high traffic commuter areas to attract customers into stores with quality promotional lines.
- Local promotions, an effective marketing tool for retaining and regaining customers, take place in-store where the guests are exposed to the Lewis product offering. (These are community-based events).
- Our electronic merchandise catalogue is displayed in all stores, allowing customers to navigate their way through the full range of our merchandise range on a large touch screen, as well as view all colour and fabric options. This electronic catalogue is unique in the retail industry and is a powerful sales tool, as well as a training aid for sales staff.
- The Lewis Club customer loyalty programme offers free membership to customers taking out insurance when purchasing merchandise at Lewis. Our 600 000 members receive the Club magazine every second month, with competitions, coupons and merchandise giveaways on offer to readers.
- A re-serve programme identifies customers for further credit extension based on their payment history and current level of indebtedness to the group, and the benefit of customer loyalty is reflected in the high level of repeat sales to current and settled customers. Marketing campaigns are then targeted at these customers.