Mitchell & Brown : super-marketing the High Street

The Bolton-based TV brand launches a nationwide initiative to support the High Street, drive customers from supermarket aisles to their local electrical retail stores.

Mitchell & Brown has launched its most ambitious consumer marketing campaign to date, leveraging the mass footfall in Morrisons supermarkets to drive customers into local electrical retailers.

With the first trial beginning across the UK this month, the Bolton-based TV brand has placed thousands of 16-page TV brochures, complete with a prominent discount code worth up to £100 off a Mitchell & Brown TV, in the checkout ‘pick-up’ zone of Morrisons stores. From Devon to Yorkshire and covering many counties between, the promotion has gone live in 17 Morrisons situated in major towns and cities across the UK.

A real eye-catcher for customers thinking about a new TV, the full-colour printed brochure highlights the Mitchell & Brown TV range, its British operation, heritage and the family business behind the brand.

With a discount code and guide to finding your nearest Mitchell & Brown stockist in the brochure, the aim is to drive potential customers in to local High Street retailers. Over 70 Mitchell & Brown independent retailers are situated within the initial catchment areas of the promotion, with more likely to be included in the planned second and third wave that expands the campaign’s reach later in the year.

“We are very excited to launch the first wave of our aggressive national supermarket campaign for Mitchell & Brown, which will run in three waves throughout 2023,” says Dan Brown, Operations Director for the brand. “We are leveraging the high level of customer traffic in Morrisons supermarkets towards our retailer partners, as the customer demographic is ideal and Morrisons is one of the few supermarkets that does not sell TVs itself. Every brochure is a potential sale for our retailers in the area surrounding each Morrisons supermarket, and the discount given on sales will be credited, ensuring retailers retain all our usual excellent margin.”

Mitchell & Brown has championed the High Street retail model and its loyal retailers since the brand was launched in 2016, and it continues vocal support for pro-High Street initiatives like Business Rates reduction. The brand’s TVs are available exclusively through independent retailers that share the same pride for their customer service as the Mitchell & Brown team. That extends from ensuring the customer gets the right TV to offering delivery, installation and ongoing support throughout the life of the product. Every Mitchell & Brown TV is backed by a 7-year guarantee that underpins the brand’s commitment to the customer’s TV ownership.

Having recently launched QLED smart TVs with Android TV OS and voice control via the remote, Mitchell & Brown TVs now offers the same level of technology, features and performance as models from the ‘big 4’ TV brands in the UK. Its network of dealers extends across the UK and continues to grow on the strength of the brand’s commitment to High Street independent retail.

“Following the launch campaign in 17 Morrisons stores nationwide through January and into February, we will analyse the resulting sales and retailer engagement,” adds Dan. “That will steer how we expand the promotion in its second and third wave later this year, to bring the promotion’s benefit to even more of our loyal retail partners.”

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Editors notes

Founded in 1996 by Jim Brown and his sons Matthew and Daniel, the TVD Group started from humble beginnings in a shop in Leigh and has now become a leading UK provider in audio visual solutions. Putting the customer at the heart of everything it does and offering unrivalled service and quality products has acted as a catalyst for growth, which has seen the group go from strength to strength.

In 2016, to celebrate the brand's 20th anniversary and pay tribute to their late father, the two brothers decided to develop their very own exclusive TV brand, names 'Mitchell & Brown' using their father's surname and Jim's mother's maiden name.

Built by Europe’s largest TV manufacturer, who design and manufacture TV’s for almost every major brand around the world, each television undergoes rigorous control processes and testing.

Mitchell & Brown TV sets come in various sizes, including LED TVs from 20” to 75” with build in features such as Freeview Play, Smart TV apps, 4K UHD, WIFI, Hotel Mode and DVD Combi.

The Mitchell & Brown TV range comes with an industry-leading 7-year warranty, so its products have a reputation for client satisfaction and reliability.