Majestic considering dropping TV slots
UK wine chain Majestic may scrap its TV advertising after less than a year.
The decision will depend on the results of the winter campaign which followed on from a “satisfactory but not compelling” summer run last year.
Majestic posted modest rises in what it termed a “challenging” Christmas period, with like-for-like sales in November and December only up 1% as opposed to 4% in 2011.
According to Retail Week, if the TV campaign is pulled then the money will be spent on further store openings instead.
A spokeswoman told the journal that following the “satisfactory” summer campaign: “If the evaluation of winter is consistent with these results then it is unlikely to be continued in its current form for next year.
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“The objective of driving new customers is being achieved successfully by the new store opening programme with 14 stores already opened and a further two to open before the end of the financial year.”
