Improving the appeal of a second-hand brand
Client
Cash Converters is the world’s largest second-hand goods dealer, with over 135 stores around Australia and 97% brand recognition.
Business focus
Cash Converters Australia had a clear desire to reposition the business, reinvigorate the brand, improving its appeal.
Our solution
We ran a series of highly interactive workshops with executives, state managers and franchise operators to understand the business and how internal stakeholders saw the brand. We also commissioned research to discover more about existing and potential customers. This showed that there was general feeling that the brand expression was tired, and needed to be more persuasive. Improving the brand experience was also seen as being vital to delivering on the wider brand strategy.
Our work included:
- formulating a communication strategy
- creating a new logo and colour palette
- developing a brand toolkit for franchisees to create their own tactical elements while maintaining brand integrity
- workshops on living the brand programme, which were rolled out across Australia.
Results
Our work created a much greater awareness of the Cash Converters brand throughout Australia. Specifically:
- turnover was up 11.6% in the year to the end of April 2006
- personal finance was up 58.8%
- website traffic doubled in 12 months
- the store locator web traffic has increased from 320 to 10,000 views per month.