The problem

Morleys Stores is a group of department stores across Greater London and beyond that trade under their own names and identities. Most of them are long established and have loyal local customers.

The initial challenge when promoting these stores was to ensure each store retains their own identity and market position. Equally, throughout this period, Elys was being repositioned as a luxury store.

Then covid happened…

Our Solution

The campaigns stopped being about events and became the anchor reminding customers of a shop they could not just walk into. That aim mattered more here than it would for most retailers, because the people who shop at a hundred-year-old department store are, by definition, people who like going to department stores. They’re local, habitual, loyal to a building.

We worked with the stores to explore new ways of selling their products. Elys launched an online store, and all others launched a click and collect service.