Editorial development

We’ve all got one… and we usually spend a lot of time on it. Yes, we’re talking sofas. We’re working with the UK’s number one sofa retailer, DFS, to help them broaden their appeal. Famous for their sales, DFS wants to be seen as more than that, and emphasise the impeccable craftsmanship and great style they offer in order to attract a quality buyer (without alienating their existing customers). It’s a tall order, but we’re making huge steps. We’ve produced brilliant lookbooks, magalogues, digital style guides and magazines. We’re telling the story behind the sofas – where the ideas come from, how they’re made and what the latest trends are when it comes to shape and colour. This all shows customers that DFS is the place to shop, whatever your budget, style and space.


“Axon are content specialists who always exceed expectations. We’ve seen significant results in terms of incremental sales and brand
consideration since we started working with them in 2013.”
Davnet Reid, Head of Customer Experience and Insight, DFS

To attract a new, more upmarket audience with inspirational content designed to persuade them to reappraise the brand, put DFS on their consideration list and ultimately, go in store or online to make a purchase from DFS.

In particular, DFS wanted to inspire and engage consumers at the beginning of their sofa buying journey when they are planning and dreaming about their new purchase.

DFS wanted to own ‘inspiration’ and show off their design credentials, their new exclusive brand collection, communicate their brand truths such as hand made in the UK, and offer quality seekers a seasonal edit of their product.

Axon created the ‘Colours’ proposition for DFS, an integrated multi channel content strategy that included a press look book, and targeted customer communication that included direct mail, email and a mobile and online seasonal style guide which was mirrored in store.

The outcome was extremely positive both in terms of brand reappraisal and incremental sales:
- Amongst those intending to buy in the next 6 months there was a significant shift in those choosing DFS ‘as one of the first brands they would consider’ (65% increase)
> A major number of brand statements were positively improved including:
> ‘somewhere I expect to find something I like’
> ‘has stylish sofa designs’
> offers sofas on trend with the latest styles’
> After visiting the Colours content, customers were 35% more likely to make a purchase
from DFS
> Colours is the 3rd most visited content on the DFS website

Source: DFS customer research 2015