HomeGoods uses Mobile Design Home for brand awareness push

FRAMINGHAM, MA: TJX's HomeGoods brand introduced a Mobile Design Home, a portable fully-furnished and decorated mobile home, to bring its store experience to the public and showcase products sold at the store.

FRAMINGHAM, MA: TJX's HomeGoods brand introduced a Mobile Design Home, a portable fully-furnished and decorated mobile home, to bring its store experience to the public and showcase products sold at the store. Part of the recently-launched new brand platform "Be HomeGoods Happy," the Mobile Design Home's goal was to introduce more customers to HomeGoods and promote the low prices at the store, said Katherine Beede, VP of marketing for HomeGoods.

"We wanted to find a way to let people really experience the store, experience the surprising fashions, experience the surprising prices," she said. "The Mobile Design Home gives us an opportunity to show people that you can have a fun and exciting personalized home environment for not a lot of money, even in a small space."

Working with AOR Kirshenbaum Bond & Partners, and its PR division kpb LIME, HomeGoods is hosting three consumer events and one media event with the Mobile Design Home.

The media event in New York on July 16 targeted national lifestyle and shelter publications, as well as local newspaper reporters and producers from news and lifestyle TV shows. The Mobile Design Home also visited the Newport (RI) Regatta on July 10, and will be a part of the New Jersey Festival of Ballooning on July 25 and in Silver Spring, MD, on August 1. At events, the company is providing store locator material to customers, and will track how many eventually go to a HomeGoods store.

Online, HomeGoods partnered with former Domino magazine editor Deborah Needleman to create the HomeGoods StyleScope, a quiz that helps consumers figure out their personal style.

For now, the online push is focused on the HomeGoods Web site and StyleScope, Beede said, but "Wwe are looking to branch out more into social media."

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