Big W moves on from ‘cha-ching’ and Modern Family’s Eric Stonestreet
Retailer Big W has dropped both its ‘cha-ching’ tagline and Modern Family actor Eric Stonestreet as brand ambassador choosing to instead focus its marketing on its lowest price guarantee.
https://www.youtube.com/watch?v=9lKqueWV6gc
A spokesperson for the department chain confirmed to Mumbrella the store has “moved on from the cha-ching tagline in order to provide a streamlined message”.
“We are still focusing on the product, the price and the benefit to the customer – plus promoting our lowest price guarantee,” the spokesperson told Mumbrella.
Wise move. This was a poor campaign – Big W has no real brand value in the market. It can at times appear there is not enough room for K-Mart, Target and Big W, plus Costco. Serious think needed here.
To be perfectly frank, the only thing that really sells a department store for me these days is opening hours, and that’s where Big W is getting beaten by their competitors.
My local Target is open til 10pm weeknights and K-Mart is open 24 hours. It would take some pretty spectacularly low prices (backed up by a “we’ll beat any matching price” deal) for me to rush to Big W before it closes at 6 on a weeknight.
Interestingly, I took a look at their website for kitchen scales yesterday and they had some pretty incredible specials there (50% off in an online only special, including Michelle Bridges’ brand, which I found interesting), as they did on their PS3 console bundles. If their best deals are on their website, why aren’t they pimping the heck out of that? I’m stuck with less and less reason to go into the store, apart from killing time while waiting for a bus.
It wasn’t a bad campaign, I’m just not sure enough of their target market know who Eric Stonestreet is.
I shop at Big W for price and price alone. A big area of improvement for Big W is its rough and and disinterested staff. Even their spokesperson didn’t mention their staff or service (“We are still focusing on the product, the price and the benefit to the customer – plus promoting our lowest price guarantee”). Thank god for self-service registers!
Looking forward to the next campaign.