Background

Beales, formed in Bournemouth in 1881, is a traditional department store chain with over 20 stores throughout the UK. We won the Beales account in 2013, initially to manage media planning and buying. Subsequently our involvement has grown to include the design and production of point-of-sale material and in store display design.

The Challenge

Beales wanted to produce an inspirational Christmas gift guide to showcase their products and increase engagement and sales in this competitive sales period with the aim of making Beales the first choice for Christmas.

Our Approach

To stand out, we felt it was important to focus on products exclusive to Beales whilst also reflecting seasonal trends and highlighting ‘must have’ products. Content needed to be engaging and inspirational, capturing the magic of Christmas and making Beales the ‘go to’ place for the season.

Working closely with the marketing and buying teams we identify the products to showcase. We then organise and manage location and studio photo shoots.

Content covers a very wide range of categories including cosmetics, gifts, homeware, fashion and party wear, cookshop, family games, novelties and toys.

In addition to the creation of the magazine, we also manage print production and distribution providing an end to end service.

The Results

The Beales Christmas magazine has evolved to become a core element of their seasonal offering, with suppliers keen to be featured and their products showcased.

“Year on year, Summerhouse create inspirational Christmas brochures for us, resulting in measurable sales increase over this key trading period. It's a pleasure to work with the team to bring this complex publication to life ”

Paul Masterson, Marketing Director