Sofa so Good

16 10 2012

We’ve seen an interesting series of ads from DFS this year. These offer a new more engaging view of their products and provide a refreshing change to the “Sale Now On” messages they’ve used extensively in the past.
If my research is right, much of this has been achieved by Krow Communications and an example of one the ads is shown below.
The “Making everyday more comfortable” strap line supports the execution well.
In terms of customer engagement I also like the way they promote the fact that everything is handmade to order. That being the case a video showing the sofa story from customer order through manufacture and onto delivery could work well for DFS.
Made to order reminded me of my Grandma’s chair. She wasn’t a very tall women and had one of the chairs in her three piece suite (those were the days) made with a shorter seat. This meant she could sit comfortably in the chair.
Considering the ageing demographic in the UK wouldn’t it be great if DFS could offer a similar type of bespoke personalisation!
Unusually, I didn’t see any links to social media on their website. This strikes me as a missed opportunity as there are plenty of ways you could generate a strong following for all things sofa.
On checking their website you’ll also find out this British business has been around for over 40 years, and I like to think there is great potential for DFS to use their heritage to further support their marketing.
It’s fully understandable that DFS can’t totally abandon the value mmessages they use – it’s a tough market out there. However at the same time it’s encouraging to see them broadening their appeal with new ’emotional’ messages.
Will be good to see what they have planned for 2013.




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