Daily News
From Home Furnishing Business
Bob’s Discount Furniture Unveils New Brand Campaign
June 28,
2019 by Laurie Northington in Business Strategy, Industry 
Bob’s Discount Furniture has announced its new brand campaign designed to shed light on how the company creates and offers accessible value for its customers.
“We recognize that we have been emphasizing the wrong two words in our name for all these years: discount furniture,” explains Steve Nesle, CMO of Bob’s Discount Furniture. “We don’t sell discount furniture. We offer Bob’s discount on furniture. ‘Bob’s discount’ is an elegant articulation of all the work that goes on behind the scenes to engineer our values.”
Breaking across TV, radio, OOH, digital, and in-store on July 1, the campaign is designed to drive reappraisal of the Bob’s Discount Furniture brand.
In addition to emphasizing the correct two words in the brand name, the campaign shines a light on Bob’s buyers, supply chain, and the company’s relationships with its suppliers. The campaign highlights all the parts of the company that come together to bring its customers value and service.
“We buy from incredible sources – the difference is we leverage our expertise and buying clout to drive down costs. That’s the source of our discount,” adds Carol Glaser, Bob's executive vice president of merchandising.
Opening a record eight stores over Memorial Day weekend, the company now boasts 119 furniture stores from coast to coast. Bob’s recently released services to complement its omni-channel strategy, including an IOS and Android App that allows customers to see Bob's furniture in their homes via Augmented Reality.
“As Bob’s has rapidly expanded into 18 states over the past few years, our business model – built on affordable prices, on a large scale, driven by our employees’ strong skill sets – has never changed,” says Bob’s CEO, Mike Skirvin. “Instead, we’ve gained momentum, building on each success, resulting in an ever-wider spread of operational efficiencies, constantly increasing leverage for Bob’s.”
Bob’s internal agency and N.Y.-based Barton F. Graf co-produced the brand campaign, while HAVAS Boston planned and bought the media. Visit https://youtu.be/0rgJw2cjzVM, https://youtu.be/6nJlbsh16mQ, and https://youtu.be/ES9jORdz8Fg to view the creative.