Rick Hart will boost the profile of its discount retail arm, Not the Full Quid, via a major rebranding exercise to be launched later this month.
Rick Hart’s three Not the Full Quid stores will become known as Rick Hart Seconds in an attempt to gain more share in the growing discount whitegoods and electrical retail market.
The Northbridge Rick Hart store will become a Rick Hart Seconds outlet in September.
This market sector has become increasingly competitive in recent years, with newcomers The Good Guys, Coles Myer’s Megamart, Makro Warehouse, and even Bunnings retailing cheap white-goods and electrical products.
Rick Hart Seconds general manager Allen Garb said the rebrand would create awareness for the category.
“For us we want people to know that seconds doesn’t mean second hand, all of our stock comes from the manufacturer,” Mr Garb said. “What we are trying to do is create a category of our own; 60 per cent of our stock is brand new, out of the box.”
Bowtell Clarke and Yole has been recruited to deliver the rebrand for Rick Hart Seconds.
BC&Y recently won the advertising account from incumbent Bell Booth Advertising and Marketing.
BBAM still manages the flagship Rick Hart retail brand.
Three advertising agencies were invited to pitch for the business, which represents a quarter of Rick Hart’s $3 million advertising spend.
The agencies were asked to deliver a repositioning campaign.
According to BC&Y director Richard Clarke, a major advertising campaign will take place later this month using television, press, and direct mail.
“We’re positioning it as a place where people can save money without the risk of getting an inferior product,” Mr Clarke said.
“Every item sold there has a full manufacturer’s warranty.
“It’s all about getting people to understand what seconds are, and that we represent an exciting opportunity to get quality product at a substantial saving if they are prepared to have a factory second or an ex-display, or something slightly damaged.