- +£3mlike-for-like sales, up 4%
- +15%like-for-like sales over Black Friday
- +£2min November and December from a new seasonal range
- +12 → +22Net Promoter Score
The situation
ProCook is a fast-growing cookware retailer with 75 stores and £80m of turnover, selling knives, pans, cutlery, glassware, crockery and small electrical appliances. I was Head of Marketing from 2023 to 2024.
I managed all marketing across paid, owned and earned channels, marketing planning, design, photography and video, customer insight and research, and customer satisfaction tracking.
What I did
- Aligned the trade plan to the customer mindset. Seasonally relevant products, offers and content, planned around what customers are shopping for at each point in the year.
- A market-leading Black Friday offer, with a clear event look in store windows and online.
- A new seasonal product range for November and December, to meet gift-buying missions that the core range didn't serve.
- The launch of small electrical appliances, a brand new category.
- A new store format that addressed customer pain points with an enhanced product offer.
- Changes to the customer proposition, tracked through NPS.
The results
Like-for-like sales grew by 4%, or £3m, from higher footfall and basket value. Black Friday delivered a 15% like-for-like increase. The seasonal range grew November and December sales by 20%, or £2m. The new appliances range delivered 8% of incremental sales, and the new store format lifted sales by 12%.
Net Promoter Score rose from +12 to +22.
What other retailers can take from it
- Plan the year around the customer's calendar, not your own.
- New ranges for new shopping missions bring in customers who wouldn't otherwise have visited.
- A bold, clearly signed event beats a generic percentage off.
His approach to both eComm and retail marketing is always with the customer at the forefront. Tim's support on building out our company trade plan to ensure seasonally relevant product, offers and content has been greatly appreciated.
