Magazine article Marketing

Helpful.com Campaign Goes to Claydon Heeley

Magazine article Marketing

Helpful.com Campaign Goes to Claydon Heeley

Article excerpt

The Helpful Home Shopping Company, the internet and direct-sell electrical goods retailer set up by two former Dixons and Comet senior executives, has appointed Claydon Heeley Jones Mason to handle its [pounds]3m launch.

The business is being launched this week by Eddie Styring, a former chief marketer and managing director of Dixons, who later went on to become chairman of Kingfisher-owned rival, Comet.

His partner, Peter Hopper, is a former commercial director at Comet.

Hopper was the target of a bugging operation in the mid1980s, when a private detective hired by Dixons was jailed for three months for illegally bugging Hopper's home telephone, after a failed takeover bid for Comet.

The two men are looking to take on their former employers with a new service selling discounted white and brown goods via the internet, offering consumers free delivery and a three-year guarantee.

The site will offer around 4000 lines from high-end brands such as Bosch, Zanussi, Siemens, and Toshiba.

Hopper said the company has earmarked [pounds]3m for marketing in its first nine months and hopes to sign up 100,000 customers within 18 months. …

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