Bob’s Discount Furniture puts new spin on ‘discount’

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Bob’s Discount Furniture puts new spin on ‘discount’

By Marianne Wilson - 07/01/2019
Fast-growing Bob’s Discount Furniture wants to change the way folks interpret the word "discount" in its name.

The nation’s 12th-largest furniture chain has launched a campaign designed to challenge a misperception that the word "discount" in its brand name indicates "cheap" alternatives to better-made furniture. The campaign, now running across TV, radio, outdoor, digital and in-store, is meant to clarify this inaccuracy while doubling down on the true nature of the Bob's "discount," the company said.

"We recognize that we have been emphasizing the wrong two words in our name for all these years: discount furniture," said Steve Nesle, CMO of Bob's Discount Furniture. "We don't sell discount furniture. We offer Bob's discount on furniture. 'Bob's discount' is an elegant articulation of all the work that goes on behind the scenes to engineer our values."

The campaign launch follows the opening of eight Bob’s stores over Memorial Day weekend, giving it a total of 119 locations, and the release of an IOS and Android App that allows customers to see Bob's furniture in their homes via augmented reality.

Bob's internal agency and New York-based Barton F. Graf co-produced the brand campaign, while HAVAS Boston planned and bought the media.

Founded in 1991, Bob's Discount Furniture stores are designed to offer a fun shopping experience, complete with cafes offering complimentary gourmet coffee, ice cream, cookies, and candy.