Wickes ad's boost sales in tough market

Travis Perkins, the owner of DIY retailer Wickes, has reported a 0.2 per cent increase in like-for-like (LFL) retail sales in year-end results published today.

In the 12 months to December 31st 2010 its group revenues, which includes its builders’ merchant business, rose eight per cent year-on-year to £3.153 billion and grew five per cent LFL.

The continued success of the company’s ad campaign for the Wickes brand was credited with improving the retailer’s performance during the year by the group’s management.

John Carter, CEO of Travis Perkins, said: “We continued to develop the Wickes nationwide comprehensive television advertising campaign.

“‘Wickes: It’s Got Our Name On It’ was introduced at the end of 2008 and has continued to establish huge brand recognition and awareness. Managing Director, Jeremy Bird, and his team, have seen a considerable uplift in Wickes’ sales and market share as a result.

“We were initially reluctant to embark on this campaign since Wickes is not represented in every town and city in the UK. However, the advertisements were impactful from the start.”

For its full-year period to January 29th 2011, rival DIY retail group Kingfisher, owner of B&Q and Screwfix, saw LFL sales drop 0.9 per cent year-on-year.

Trading continues to perform well this year at Wickes, with LFL sales in its core market up 12 per cent in January whilst kitchen & bathroom (K&B) trading improved 15 per cent.

February has proved a tougher month for the retailer, like for much of the sector, with core sales improving just three per cent and K&B’s down two per cent, however Travis Perkins remains pleased with its recent performance.

Robert Walker, Chairman of Travis Perkins, added: “Importantly, every single business in the group, from Travis Perkins merchants and Wickes DIY through to each individual specialist business, increased market share in its segment and grew sales and profitability.”

Source : Retail Gazette