The NEXT Directory was launched in 1988, some six years after the doors of the flagship store were first opened. With over 450 stores in the UK and Ireland (plus a further 100 international stores) and more than two million active online customers, one might presume that NEXT needs little help with advertising; yet the directory itself has been a revolutionary part of the retail process, and part of its ongoing success lies with the exposure it continues to garner.
The NEXT directory was by no means the first mail order operation, but with over 350 pages and a hardback presentation, this was always going to be something different. The Directory has grown over the years and now boasts over a thousand pages of stylish clothing, footwear, accessories and home products; and with a promise of next day delivery service for orders made before 5PM, customer satisfaction is clearly on the top of the agenda.
As with any marketing campaign, it is vital that the key demographics are reached en masse and with women being the primary customers, it makes sense to approach those magazines that women are most likely to buy – not just for women's wear but for children's clothing and home products too - using a recognisable face to demonstrate the products rather than simply selling the directory, the marketing campaign took on a more personable approach.
In 2007, Danni Minogue was chosen as the new face of NEXT – as a successful woman in her mid-thirties Ms Minogue was firmly within the core demographic, but the fact that she is also widely associated with the 'X-Factor' means that she is recognisable to a younger generation too. Whilst there has been wide coverage of the NEXT Directory in the media, a recent marketing campaign in OK magazine clearly demonstrates how the NEXT Directory has cleverly reached out to its wide audience in one single promotion.
With average sales of 830,000 for July and August 2008, any campaign is sure to benefit but NEXT perhaps has more of a reason to celebrate. OK magazine has a somewhat interesting demographic – its core readers being aged 15-24, but with a high proportion of its readers also being 35-44, the target demographic seems to match perfectly. Modelling some of the casual and evening outfits available from NEXT, Danni brought home the message that women can look great without having to spend a fortune to do so.
As part of another promotion, the NEXT Directory approached ELLE – a magazine with a clear demographic as a customer poll from January to July 2007 demonstrated. The poll found that ELLE's key customers were aged between 25 and 34 and the ELLE promotion, whilst not featuring Ms Minogue, featured models of this age wearing spectacular clothes designed for that particular generation of women. The Cosmopolitan marketing campaign focused more on the lingerie selections of NEXT, presenting the latest collections with the style and sophistication they deserve in a magazine with a key demographic of 18-34. It is apparent then that the NEXT directory is placed well within the media, targeting its key audience by demonstrating the main factor that helps it to retain its success - that this is a business that understands its customers and knows exactly what they want!
