In the 24/7 world of home shopping there is always a special offer, a two-for-one or a bargain for customers. The Peterborough-based Create and Craft channel is no different. The omni-channel retailer consistently offers its audience price-busting items, new-in ranges and product innovation.
However, the channel’s week-long Birthday celebrations present the perfect opportunity to disrupt normal proceedings with a high-energy party event which this year saw its new customer club membership sign ups increase by a whopping 1000 members per day and more than 24,000 customers deciding to extend their memberships for a further year too. The annual spectacular, with its never-before-seen offers, free P&P and new supplier launches, has become something of an institution with the Create and Craft audience.
“We think it’s extremely important to deliver extra special offers during our party event,” comments CEO Tony Sheridan.
“Our customers clearly loved the event this year; we saw a 400% revenue increase through our social channels. Our week- long celebrations, which included Disney product launches and half price introductory offers, delivered the most extraordinary results.”
The work undertaken to keep the crafty TV offering fresh in a fairly cluttered and competitive craft retail market is intensive, declares Sheridan: “Our team of buyers, suppliers and R&D work incredibly hard to roll out the best value product they can. I think we generate an inspiring, best-value mix.”
The channel boasts a growing audience of card makers, knitters and stitchers with its own club members who enjoy a magazine and exclusive discounts for every purchase they make. The audience wants newness, unbeatable value and inclusivity and that is what Create and Craft deliver.
Anyone new to the channel will find the viewing comfy, compelling, even. Presenters are friends and the cosy sales pitch proves there really is no better place to buy than in the comfort of your own home. However Sheridan’s intention is unequivocally clear, familiar is good, fatigue is not.
“We cannot rest on our laurels when it comes to customer retention and acquisition, so we launched a celebratory campaign this year which enabled the customer to feel cherished and special.
“Everything about the week was best or better and response was beyond our expectation,” says Sheridan, “our viewers even sent us birthday cards. Ours truly is an audience of 24 hour party people.”
Notes to Editors:
For more information, speak to Create and Craft PR and Events Executive Samantha Cork: firstname.lastname@example.org
Create and Craft part of the Ideal Shopping Direct Group, is an award winning multi – channel craft retailer. Create and Craft broadcasts live on TV and online in the UK and US to over 70 million homes. It offers paper craft, jewellery, sewing, cake decorating and knitting products. Create and Craft is part of Ideal Shopping Direct Limited, one of the UK’s leading multi-channel home shopping retailers with a growing team of 700 based in Peterborough, UK. Ideal Shopping Direct is the most prolific broadcaster of live television in the UK and the No1 direct retailer in craft in the UK. Create and Craft won GOLD in seven categories at the 2016 International Craft Awards including; Best TV Shopping Channel for Crafts, Best for Quality, Best for Customer Service, Best Website, and Best on-line shop. In September 2015, the business was acquired by US private equity firm Blackstone.
US customers access Create and Craft via its dedicated channel on Dish TV channel 221, Roku, Apple TV, Amazon Fire, Android or Apple apps via createandcraft.com 24hrs a day.
UK customers access Create and Craft via Freeview channel 23, Sky channel 674, Freesat 813, Virgin 748, Apple TV, Amazon Fire, Android or Apple apps and via createandcraft.com
Craig505967 - author
Executive Director at AFCI.UK (Association For Creative Industries UK)