Case Study: ScS turns discount-led retail into emotional brand loyalty with krow

SCS drives awareness above category average in 6 months with Krow

The customer, SCS, a major UK sofa retailer, faced the challenge of being perceived solely as a discount-driven brand. This reliance on constant sales attracted deal-hunters but failed to build long-term loyalty or an emotional connection with customers. The vendor, Krow, was engaged to help reposition the brand beyond its price-led image.

Krow developed a new brand purpose centered on the emotional concept of "The Hug of Home." This solution involved a complete rebranding, from the logo to the in-store experience, and was launched via a major multi-channel campaign. The new positioning successfully broke through the "discount ceiling," driving brand awareness above the category average and significantly boosting emotional response, all while maintaining short-term sales for SCS.

SCS