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Jessops tweets its way to the top

Camera retailer Jessops is back from the brink following its relaunch last week, with a Twitter campaign from its new chairman and CEO Peter Jones proving extremely popular.

The Easter Twitter challenge, #4daysofJessops, which encouraged people to tweet Jessops their Easter wishes and photos, trended worldwide on Monday.

Its official hashtag #ImageisEverything topped trending on the social media site ahead of Olly Murs, Justin Bieber and Easter Monday, much to the delight of entrepreneur and Dragon Mr Jones.

“I’ve been overwhelmed by the upbeat public response to the Jessops relaunch, both on the High Street and over Twitter,” he said.

“We’ve been inundated with messages of support and entries for #4daysofJessops. To see Jessops’ new slogan “Image is Everything” trending worldwide was amazing.

“I’ve been very touched by the great British public who have got behind me since I purchased Jessops. It’s great to see such an iconic high street brand come back alive so quickly.”

So far, nine lucky tweeters have won top of the range camera equipment. Three Nikon Digital SLR cameras, each worth £1300, are up for grabs on Tuesday – the final day of the campaign.

It marks a monumental revival for the iconic camera retailer, which fell into administration in January.

Six Jessops stores opened their doors over the course of the Easter Weekend, with up to 30 more set to follow throughout April.

Mr Jones is very positive about the future of the business, predicting sales of more than £80 million in its first year. He also expects to take some 15% of the digital SLR camera market in the UK, as well as creating 500 jobs in the process.

As part of the relaunch, all new Jessops stores will feature areas that allow customers to try out products before buying. Consumers will also be able to create photo albums and take photography courses through the Jessops Academy.

Mr Jones said companies such as Apple had proved that customers would spend in a welcoming environment with quality staff in busy locations. “It is very Apple-ish. We have learnt from other retailers,” he told the Financial Times.