Oroton a winner on results and ads

24 March 2010

Luxury goods retailer Oroton Group is kicking goals on a number of fronts, posting strong half year profits, hitting the acquisition trail and breaking new ground in interactive advertising.

The company's results for the half year to January 23 2010 showed net profit as $15.4 million, up 24 per cent on the previous corresponding half, with group revenue up 9.8 per cent to $81.6 million.

It is understood a strong focus on cash management drove down expenses for the period, contributing to the strong result. Meanwhile the company appears to have benefited from the downturn, with consumers turning to accessories with trusted brand profiles in tough financial times.

According to Australian Financial Review, Oroton chief executive Sally Macdonald reportedly confirmed the group was open to acquisitions that would add value to Oroton, although she ruled out troubled heritage brand RM Williams as a candidate, due to its poor financial report card.

Meanwhile a recent groundbreaking integrated mobile marketing campaign saw consumer responses soar. Developed by Mnet Group, the multi-channel campaign launched in October 2009, using special coding to enable Oroton customers to interact with a mobile site. Consumers were invited to participate by "call-to-action" campaigns running in traditional media such as Marie Claire magazine and selected Oroton store windows. Participants had to scan a code or SMS the code word ‘Oroton' for a chance to win.

According to Janine Garner, group marketing director, Oroton, the campaign proved that new methods of communication were a strong fit with the Oroton brand.

 

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