Value retailer Peacocks has launched a loyalty card, and is planning a mail order pilot in September, plus a drive into accessories and homewares.
The changes will run alongside the ongoing shift at the Peacocks chain from a predominantly year-round basics offer to a more fashion- focused range.
The split has gone from 76/24 in favour of basics to 60/40 for the current spring/summer collection.
Group chief executive Richard Kirk said he is confident that the 'strategies being implemented will continue to deliver improved performance'.
The loyalty card is based on Peacocks' Bonmarche chain's Bonus Club model and will be tested before roll-out. 'It should drive through great growth,' said Kirk.
He said he is confident that a greater focus on Peacocks' homewares offer will also increase sales. 'We've missed a trick with our homewares, but in future we're going to be bringing more in. We're dropping all the old-fashioned things,' he said.
Kirk hinted that potentially there might be standalone homewares stores in future. 'We've done a lot of work and we might do a trial,' he said.
Accessories have also been targeted for growth. The£1 million in sales of bags and belts last year is expected to grow to£4.5 million this year.
At Bonmarche, the planned direct mail order trial will use the chain's 700,000-strong loyalty card database.
Bonmarche managing director Steve Bullas said: 'This is a huge opportunity.
It is a customer base that is ripe for mail order.
'We just have to work out that it doesn't cannibalise store sales.'
No comments yet