Our brief over a two-year period was to help fight off the challenge from Amazon, assist with a company restructure and connect 60 university-based stores all across the country with their local communities.
We targeted young people in an effort to attract and retain student customers with the promotion of a preloaded student card to much acclaim. iNHouse reached previously unpenetrable media such as Stylist Magazine and Londonist in addition to The Bookseller, Daily Telegraph and The Times. We also managed the release of difficult company results and lead the response to a number of uncomfortable stories around the company’s performance.
We were also tasked with turning around the fortunes of the beloved Charing Cross store, which was adversely affected by the Crossrail works nearby. We devised the ‘Love Charing Cross Rd’ Festival concept and personally visited and signed up over 30 other businesses to take part. This is now an annual event, attracting a month long hike in sales of 18%.