Specialty Home Goods Retailer Makes
Financing a Positive Option for Consumers
THE
WOODLANDS, Texas, Oct. 27,
2023 /PRNewswire/ -- Conn's HomePlus (NASDAQ: CONN),
a specialty retailer of home goods with a unique retail and credit
business model, is unveiling a new marketing campaign Finance Is
Not a Bad Word. The campaign features a five-spot series of
digital video ads, and extensions across various mediums including
in-store, social media, email marketing and digital audio.
Officially rolling out on select digital channels October 29th, the creative campaign by
VMLY&R was designed to take the stigma out of financing by
leaning into the 'F' word with cheeky, attention grabbing and
positive spots in English and Spanish. In conducting research,
Conn's determined there was a need, and opportunity, to
destigmatize financing. The campaign reinforces Conn's commitment
to helping customers create a home they love with options to pay
over time for a large assortment of competitively priced,
brand name products.
"Many customers want to pay for big ticket purchases over time,
but financing can be an emotional decision, and the 'F' word is
often whispered amongst shoppers," said Angela Minor, Conn's Chief Marketing Officer.
"At Conn's we embrace it and created a fun and unapologetically
finance-forward campaign."
With the campaign, Conn's seeks to engage and empower customers
while emphasizing core principles of the brand: honest, human,
inclusive, and bold. The five unique spots put emphasis on key
customer segments, feature in-store experience with a broad
assortment and experienced staff and aim to create distinction
while staying in a playful emotional space.
"It was exciting to have a client that not only embraced humor
but wanted to have fun with a touchy subject. So, we decided to
take that dirty word 'financing' and turn it into something light
and positive for customers," said Wayne
Best, Chief Creative Officer, VMLY&R New York.
With a history of serving customers for over 130 years, Conn's
provides a premium shopping experience with a large assortment of
competitively priced, brand name products for appliances,
furniture, mattresses, and consumer electronics. Offering unmatched
payment options across the entire credit spectrum, Conn's caters to
customers who may not get approved for financing at other retailers
and provides solutions to pay for just about anything in the store
over time.
About Conn's
Conn's HomePlus (NASDAQ: CONN) is a specialty retailer of home
goods, including furniture, appliances, and consumer electronics,
with a mission to elevate home life to home love. With over 175
stores across 15 states and online at Conns.com, our approximately
4,000 employees strive to help all customers create a home they
love through access to high-quality products, next-day delivery and
personalized payment options, including our flexible, in-house
credit program.
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SOURCE Conn's, Inc.