In November 2010 Bonfire were tasked with the second stage evolution of the Chad Valley catalogue pages, the leading toy brand purchased by Argos in 2010.
This development is part of a longer term brand growth strategy first initiated with Bonfire in October 2009. The potential for this core brand is extensive, and substantial growth is expected in the coming few years with further development and positing. The brand has already seen substantial growth under the ownership of Argos and this second stage is a huge step towards Chad Valley establishing a more rounded visual and competitive proposition alongside its peers.
Is it a well known fact that buying products off the page is a big decision for customers as they can’t touch, feel or see the product. Therefore how the products are displayed is critical in the buying cycle. It is important customers understand the size of the produce, the features and benefits as quickly as possible. For this reason context is added wherever possible to make the buying decision easier. In addition it is even more challenging with a catalogue of this size – what makes a potential customer stop and browse?
We needed to create an honest, friendly, clean, relevant and bright environment in which the products could live and one that provided a platform for the brand to grow. We evaluated brands that were successful and liaised regularly with the brand team at Argos to rationalise our approach and creative developments.
The results are creative, flexible and extremely well composed placing the Chad Valley brand firmly alongside the key players and competitors. Initial response shows that the pages have much greater stand-out and dwell-time on these pages is increasing. Deepa Kotecha, Brand Manager at Argos, is extremely pleased with the outcome and the stress-free management style adopted by Bonfire.
The catalogue has just been launched (22nd January 2011) so in time we will see just how successful these changes have been. Watch this space for other Chad Valley developments in the near future!