Garant is Denmark’s largest retail chain dedicated to the sale of carpets, flooring, blinds and tiles. Established in 1982 with over 60 stores, its domestic footprint is strong and to date turns over 1 billion Danish kroner every year. As part of an ambitious growth strategy, Garant was looking to further cement and strengthen the chain’s position by capturing additional market share in its core categories.

Challenge

As part of an ambitious growth strategy, Garant – Denmark’s largest retail chain for carpets, flooring, blinds etc. – was looking to strengthen the chain’s position by capturing additional market share within its core categories.
Thus, the challenge was clear: To capitalize on Garant’s strengths through revitalizing the chain’s marketing efforts in one united drive.
The central challenges were to understand the common denominator of Garant’s many members and the varied selling styles and personalities of its different stores, and how to secure a creative concept that all members could get behind and believe in. Lastly, a central challenge was how to develop and deploy a go-to-market strategy that would build the brand long-term and ensure day-to-day traffic and sales in all stores.

Solution

Through an in depth insights and analysis project of internal and external stakeholders we uncovered the brand’s DNA, consumer needs and the competitive landscape.
By mapping out Garant’s strengths and weaknesses, we uncovered challenges and opportunities for Garant that were to inform the chain’s unique value proposition.
All of these findings were used to ascertain Garant’s unique value to the market – from high quality products to great in-store service & advice. This resulted in the “Garant Factor”, a strong creative universe speaking to the broad target audience – both young and old. The “Garant factor” included a unique personification being brought to life through a brand mascot named Max.
Max is a fun, down to earth guy who loves good quality and a good deal. His catchphrase is “Det er ikke bare i orden, det er max i orden!”, which roughly translates to “It’s not just great! It’s great to the max!” Max has broad appeal to families with kids, young professionals and all the way up to older, retired folks – underlining Garant’s position.

Result

In only a few months, the results of the new strategy has already proven huge commercial success and helped increase both the effectiveness and efficiency of Garant’s marketing efforts. Amongst other, the campaign improved conversion value with 36%, had a 52% increase in branded search and 121% in digital ROAS. The website traffic increased by 18%.

Our ambitions are high, and we want to create an even stronger foundation for growth that can lift sales across all product categories. We believe that the new strategy can take the whole chain to the next level – position us even stronger and lift the top line. It is an exciting journey and we look forward to further cooperation.

Claus Astrup Larsen, Chairman of the Board, Inbogulve AmbA (chain office for Garant)