A record breaking Christmas 2012 for Clogau
Clogau experienced two consecutive record-breaking months in terms of revenue in November and December 2012, in what was the brand’s best ever Christmas to date.
Business through its network of independent retail partners saw almost a 30% increase in December 2012 compared to December 2011. Following suit, Clogau’s direct business experienced a 20% uplift (aided particularly by sales online) while business with buying group members was up by 80%.
Clogau was also named the number one best-selling gold jewellery brand, in the UK & Ireland, for the second consecutive year in Retail Jeweller’s survey of over 180 independent jewellery retailers.
“After a strong October and November I did wonder whether Christmas buying patterns were happening that bit earlier this year but as we moved through December business remained extremely strong, especially with the last minute shoppers online. We finished the quarter with our strongest ever results which we partially put down to a TV campaign and some very well organised campaign planning for 2012.” Ben Roberts, Managing Director.
A new corporate offering was also launched by the brand in late 2012, offering a premium Welsh gold jewellery gifting service to other UK businesses.
The great results achieved were no doubt boosted by Clogau’s recent 'Brand of the Year' accolade and 9-week TV advertising campaign, broadcast on ITV Wales and Granada.
Clogau experienced an immediate and significant increase in visitors to www.clogau.co.uk as a result of the advertising, with retailers reporting on great Christmas sales.
“Our figures post Christmas 2012 show a significant increase in turnover with Clogau compared with last Christmas – which is a result we are really pleased with. All the shops have done well with the brand.” Eleanor Pyke, Pykes Jewellers.
An objective of the campaign was data capture and this was achieved with over 14,000 entrants to the associated competition, encouraging viewers to enter online or at their nearest Clogau retailer. The 11 winners of the competition were drawn and notified at the beginning of January.
After an overall exceptional year for the brand, Clogau looks to continue its support of the Clogau Wales Polo Team and international solo harpist Claire Jones, in 2013.
Clogau will be exhibiting at February’s The Jewellery Show in Birmingham to showcase new product, product packaging and POS in line with its new Spring & Summer 2013 Fairytale campaign.
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