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Dunelm develops social media campaign

Homewares retailer Dunelm Mill is planning to use social media to raise awareness of the company and its expertise in interior design.

Working communications agency Diffusion, Dunelm will create online communities on Facebook and Twitter focused on inspiring consumers to share their home design tips. In addition, there will be a ‘Love it, Like it’ lookbook on Facebook where fans will be able to browse the best user generated design tips. There will also be a series of blogger inspiration events held across the retailer’s 113 stores and at new store openings.

Ivan Ristic, co-founder and director, Diffusion said: “Social media has already transformed many retail markets in the UK, in particular fashion, with consumers increasingly sharing their purchases and tips through haul video and also parenting where mums and dads are keen to share their tips. We see huge potential for Dunelm Mill to lead a similar trend in the home interiors market, particularly given the strength of positive sentiment that already exists about the brand in the UK.”

Carole Brown, marketing director, Dunelm Mill, said: “We are seeing our customers using social media not just as a way of sharing their store experience but also in discussing the changes they’ve made to their homes using our products, helping others make small changes that make a big difference to the way they feel in their home. Through our work with Diffusion we want to make sure that Dunelm Mill is at the heart of these conversations, helping to inspire our customers on the right design choices they can make for their home.”

Source: The Retail Bulletin

04 October 2011
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