Good, better, best - product hierarchy at Dunelm
Identified and implemented a product brand hierarchy (Good, Better, Best) for Dunelm, the UK's No.1 home furnishing retailer. This was introduced to aid the customer in making a purchase decision based on a quality and pricing structure. Each tier has its own branding, tone of voice for the text elements, a word limit as well as photography guidelines. This revolutionised the shopping experience to increase pretax profit by 20% as well as helping 3rd party Artworking suppliers cut costs by streamlining our packaging range, thus making production quicker and easier.
