UK-based bedroom furniture and homewares retailer Feather & Black is investing £2.6 million in multichannel marketing over the next 12 months, with a particular focus on display, pay-per click (PPC) and search engine optimisation (SEO) digital advertising.
The company, which operates with the slogan 'Perfect Bedtimes', will also be increasing its spend across national press and direct marketing to promote its product range.
Founded in 2004, Feather & Black has 25 stores nationwide and plans to extend its range in the new year and become more than a bedroom furniture business.
Digital marketing activity will support the organisation's re-launched website which was unveiled at the end of August. In that time online sales have increased by 35%, compared to the same period in 2015, with significant improvements reported in sales made via mobile & tablet devices.
Publicasity, an agency specialising in home and interior brands, will be tasked with raising awareness amongst consumer lifestyle media, while Thirteen Communications has been recruited to tell the corporate and brand story.
Katy Ingram, head of marketing at Feather & Black, remarked: "Feather & Black is a retailer of undeniable quality, with products at affordable prices, but we are all acutely aware we have a job to do in terms of boosting our brand awareness and customer acquisition.
"We have an exciting programme of store renovations and openings in the pipeline for 2017 so it is key that our advertising, digital and direct marketing activity supports this investment as we look to take the brand on to the next level."