Furniture retailer Lewis will ramp up its marketing to take advantage of the festive season. CEO Johan Enslin said the festive trading season would be supported by strong promotional activity and new merchandise ranges across its brands — Lewis, Beares and Best Home and Electric. Marketing spend over the six months to September increased 9% and Enslin said the benefit of the marketing strategies was evident in the top-line performance. "We’ve got some strong marketing plans, which will be executed during this period to put us right in the face of the consumer to show the value that is on offer. We believe that will position us to gain market share," he said. Merchandise sales increased 5%, supported by marketing and promotional costs, which grew to R123m from R112m in the comparative period. Enslin said an aggressive marketing strategy was motivated by the fact that the actual pool of Lewis customers was not growing in SA. Lewis has closed 36 stores in rural areas in the past 12 mon...
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