Somerfield hires for 24-7 launch

Supermarket chain Somerfield has handed The Wright Partnership a six-figure PR account to launch a 24-hour, seven days a week, home shopping service.

Supermarket chain Somerfield has handed The Wright Partnership a

six-figure PR account to launch a 24-hour, seven days a week, home

shopping service.



The agency was appointed, after a three-way pitch, to develop a launch

event and a series of regional community projects for when the service,

named 24-7, becomes available nationally later this year.



The initial launch is scheduled for late-September and will see the

company focus on delivering grocery shopping to the doorstep within the

M25 catchment area.



Somerfield is expected to expand this initiative into a further range of

home services such as dry cleaning, shoe repairs, ticket booking and

possibly financial services, depending on customer demand.



The Wright Partnership will also be responsible for general media

coverage of 24-7 and design support for the promotional campaigns.



The service is being launched to consolidate and increase Somerfield’s

market position against rivals Iceland, Tesco and Sainsbury, which

already operate home shopping services.



Market research company Taylor Nelson Sofres says that because home

shopping services are still very small, it is difficult to establish who

is the current leader.



Somerfield launched a Bristol-based service last year and acquired south

London home shopping service Flanagans, which will be amalgamated into

24-7, in March. The acquisition gave the company instant access to

10,000 customers.



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