The Warehouse is putting most of its external advertising on hold, as new management reassesses the embattled retailer’s approach to marketing.
The Warehouse Group’s new chief marketing officer, YouTube NZ Marketing Awards 2024 Marketer of The Year Frankie Coulter, announced the move on February 9.
Coulter says this step is needed to help make sure customers get the best value from their local The Warehouse store.
“The Warehouse needs a big revival and to do that we’ll need to make some big calls. Our first step is to hit pause on most of our advertising spend and rely on our own channels for the next eight weeks,” he says.
“As a well-known value retailer who wants to keep prices low and invest in stores, we need to figure out what will really resonate with the 1.5 million Kiwis who already shop with us each week and for the rest of New Zealand.
Get the stores buzzing
“We’ll continue to celebrate and promote big in-store moments that Kiwis love from us like Mothers’ Day and Easter, while testing and learning whether the dollars we spend on advertising are making a difference for our customers, or whether we could do something better with that money,” says Coulter.
“I’ve joined the business at a critical time as we work to win back Kiwis’ hearts and get our stores buzzing. I think how The Warehouse team shows up in Aotearoa will matter, whether that’s at a local sports game, a sausage sizzle, or on TV, and supporting local media, events, and communities will be part of that.”
The Warehouse Group announced last week it plans to cut about 270 head office roles, as part of a major restructure to try and reduce costs across the business.
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