Brighthouse Thrives in Recession and Tries to Improve Their Image
One of the most commonly observed things recently is that one of the most popular areas of lending is ‘buy now pay later’ finance available on the high street such as electrical retailer BrightHouse. People utilizing all of low or no interest offers are shopping prudently and making their finances go further by distributing the cost of high-value essentials such as sofas and consumer products over a period of months. With the reduction in high-street spending, it seems that every store is getting in on the act and offering tempting finance deals.
But what if you didn’t have the pick of these retailers? If your credit history (or lack of), the fact you were on benefits or your age stopped you from applying for these great bargains?
You could turn to a dedicated rent-to-own company, a company that rents all sorts of goods from microwaves to plasma tvs with pay weekly, monthly or upfront options. A company such as BrightHouse. With over 150 shops so far, it’s the biggest such chain in the country.
The issue is, it’s not a wholly cheap option although it is a great bargain, this store offers a very reasonable rate, although it doesn’t include other things like the optional service cover which most customers take out. ultimately, you may up paying a bit more than the cash price for the item.
With buy now pay later becoming ever more popular during the credit crunch, BrightHouse took advantage and, during the summer, ran a nine week full on advertising campaign including TV adverts and direct marketing and employed- for the first time- TNT’s Home-in Targeting postcode modelling tool for precise targeting. It was very effective, with the store thriving and planning on adding 20 stores during 2009.
BrightHouse head of advertising said ‘Brand awareness of BrightHouse has grown rapidly thanks largely to our TV activity, which comprises of advertising and sponsorship of the Trisha Goddard Show. As we continue to open in new locations across the UK our highly targeted spring marketing campaign will support our growth by promoting the brand as a customer-friendly weekly payment store.’
Tangentially to this increase in awareness however, has materialized an inevitable increase in unhappy customers. The company recently made the headlines when it was investigated by BBC radio 1’s Newsbeat programme.
