A traditional upholstered and hardwood furniture manufacturing retailer, Multiyork was market sector leader with unique distribution through 15 showrooms.

tqp were appointed to improve media efficiency and help develop a sales and showroom expansion program.

Analysis of Multiyork customer data provided insufficient information to plan effectively. Consequently a classification program was introduced, using lifestyles groups to identify brand strengths and weaknesses.

We found Multiyork's customer base was skewed to the more affluent groups, prompting re-evaluation of all showroom catchment area locations and media use.

Geo-demographic data analysis was used to identify existing showroom sales potential. Additionally a day by day, showroom by showroom tracking system was introduced to monitor sales and media performance by postcode sector.