When several retailers rejected the notion of the unique breakfast pack JB Hi Fi jumped at the concept with the $299 kit now flying off shelves at JB Hi Fi Home.
The ''Wake Up To Breakfast Radio'' that is bundled in the kit is the top selling TR82 Retro Digital Radio buyers also get a matching Bush Retro Electric Kettle and Matching toaster.
''We came up with the idea of a location offer, i.e. the kitchen because Australians associate Breakfast Radio, a prime broadcast slot, with radios, toasters and kettles.,'' Bush Australia's MD, Brian Rodgers says.
''So we had special promotional packaging made to deliver our Bush Retro Kettle, Toaster and DAB radio to consumers in a single carton for the biggest gift giving time of the year. Our objective was to give consumers value for money and retailers an exciting and different opportunity to promote for Christmas using a $299 package that really ticks the give-offer boxes.''
"JB Hi-Fi Home are always open to new ways of doing business and they understood the Wake Up To Breakfast concept from the moment it was presented to its buyers.''
Now Dick Smith who recently launched an appliance division in an effort to take on the successful JB Hi Fi Home stores has agreed to range the kit which is proving popular with first home buyers and people moving into apartments.
The "Wake up to Breakfast Radio concept" did catch retailers by surprise but it wasn't a surprise that it was well received, unfortunately some companies are too departmentalized to be able to take advantage of a left of field approach" Rodgers said.
''We understand in today's challenging market it's imperative retail chains maintain tight purchasing structures. JB Hi-Fi's is tighter than most, but this doesn't hamper JB's openness to new ways of selling. So it's full credit to them,'' he says.
SmartHouse and ChannelNews have seen the kit. Not only do the products have a quality look and feel they also perform well for the price.