Home-shopping company Flanagan & Co is to launch its first marketing
offensive next year, as it extends its service across London and into
other UK cities.
The company has appointed K Advertising to conduct a strategic brand
review followed by an advertising campaign set for March next year, when
it will expand beyond south London to cover the capital as far north as
Fellow Cordiant shop The Rowland Company has been appointed to handle
Flanagan & Co’s public relations activity.
Flanagan & Co shares information about its telephone shopping operations
with Sainsbury’s, which supplies the company with 70% of its products.
The supermarket chain currently has no financial ties to Flanagan & Co
but is known to be keen to enter the UK home-shopping market under its
own brand, following the launch of home-shopping trials by Tesco and
Marks & Spencer.
Joint chief executive of Flanagan & Co, Dominick Scott-Flanagan, said
the company never intended to be a small operation and had spent the
time since its launch, in January 1995, getting the service right before
a national roll-out.
‘We hope to have the whole of the London market within the next 24
months,’ he said.
‘If Tesco and Sainsbury’s could open up to 20 superstores a year during
the 80s, we can open 20 of our depots.’
Hamish Pringle, chairman and chief executive officer of K Advertising,
said the home-supply market had great potential.
‘It is quite ironic because a few years ago everything was delivered to
the door, and now everyone is piling back into it. Home shopping is
really going to explode,’ he said.
According to a recent report by Andersen Consulting, the market for
ordering groceries over the phone will account for 5% of all shopping by
the end of the century and 20% by 2010.