client Jody Cory
Jody Cory and her team work in central Bath, in front of the Abbey and adjacent to the famous Roman Baths and Pump Rooms. The store is home to a collection of beautiful handcrafted, unique and desirable jewellery.
Jody asked FACP to provide strategic direction to marketing in-store, online and refining marketing materials and channels. Jody’s store is well established and enjoys a cult following, due to the handmade items available. In recent years, there has been increased competition, so Jody wanted to raise her brand’s profile and grow revenue. Bath is renowned as a shopping destination and there was a clear opportunity for Jody and her team to ensure her offering was clear to the local community and anyone travelling to Bath.
We profiled Jody’s typical buyer and their buying habits. This valuable insight supported a gentle repositioning of the brand and its value proposition. Jody’s website and logo were redeveloped to share these values with her audience. The statement ‘Handmade in Bath’ carried value for both the local community and tourist trade, so we built an integrated channel marketing strategy around this idea. We used social media, content marketing, PR, competitions and newsletters. Jody and her team make truly beautiful items, so imagery and video played a core part of this process. The environment in the shop also changed as a result, with point of sale material and stock repositioned to increase upsell and cross-sell opportunities. Finally, we worked with Jody and the team to launch a brand advertising campaign covering print and digital, structured to target the local population and the tourism trade.
In a very busy, centre of town retail environment, we were able to increase footfall to the store and have worked with this business to track change and monitor growth. The year 2017 was an incredible year for this team, with a number of Industry award nominations and the launch of a second store now imminent. Further plans for growth are already underway.
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