Over a fifteen-year period, The Faith Agency played a pivotal role in Thrifty-Link Hardware’s advertising and marketing program. At its peak, Thrifty-Link had approximately 330 retail stores that were independently owned and managed. It was also a tumultuous period as big box retailing – namely Bunnings within the hardware sector – was aggressively taking market share and retailers were under pressure to secure and promote their point of consumer relevance.
Thrifty-Link Hardware, now part of Metcash and the Mitre 10 group, is an independent national retail group focussed on convenience hardware. With more than 300 members across all Australian states and territories, the marketing program was developed centrally and supported by national and state-based retailer councils. Similar to franchised retail groups, members contributed to the marketing fees and in conjunction with the marketing team, The Faith Agency was responsible for the development of a fully integrated ongoing program.
From market research and a clear understanding of buyer behaviour within the hardware segment, we recognised that having a relatively small, highly accessible store footprint was important to those people looking to conveniently make a timely purchase with the minimum of fuss. Easily finding the right product, with insightful service, was also deemed to be an important reason why a customer might choose to shop at Thrifty-Link as opposed to a larger retail option.
To competitively position Thrifty-Link Hardware, the brand proposition of “Nothings too hard” was launched. It was based on an important insight and ‘truth’ that Thrifty-Link was ideally based to deliver.
By having the right product (rather that every product option), by having expert advice immediately available (and not having to go looking for that advice) and having a store format at convenient locations that promoted quick and easy access, found strong community support. The fact that the person who owned the store could be typically found on the shop floor, and was part of the local community, helped amplify the brand culture of “Nothings too hard”.
The advertising and communications program was ongoing and extensive. Catalogues, television, radio, press, promotions, digital, in-store, loyalty and local area marketing all contributed to a focussed and results orientated strategy that helped Thrifty-Link secure and hold valuable market share within an aggressive retail market.
