Bennetts has achieved a record breaking start to the 2011 season with a 31 per cent increase in sales year on year. In addition, the brand, which last year celebrated its 80th anniversary, has seen record monthly sales for April, May, June and July.
The growth has been attributed to the success of recent eCommerce and marketing developments which saw the biking brand overhaul its online customer journey and begin delivering e-certificates to its customers. This development alone resulted in a 72 per cent sales uplift. In addition to new technology initiatives, Bennetts redesigned its marketing strategy to coincide with the season launch which included expanding its presence at key bike events and meeting points, increased social media activity and the continuation of the major ‘Biker Dreams’ campaign originally launched to coincide with its 80th year. The campaign involved giving away £80,000 worth of bike-related dreams and experiences to the most deserving creative applicants.
Hannah Squirrell, Associate Director for Marketing and eCommerce, Bennetts, commented: “The way in which consumers want to interact with brands is changing – so we are constantly developing new strategies to ensure our customers can reach us in ways that suit them best. Bennetts may have an impressive history, but we’re not ‘old’! We make sure that the brand is constantly evolving to remain the UK’s No.1 for bikers.
Hannah continued: “The biking market is shifting and the only way to stay ahead of the curve is to ensure the brand continues to evolve. We have excellent relationships with our insurers with many now realising that this niche segment of the market presents an ideal opportunity for growth.”
Source : BGL