Recent research on customer awareness in the homeware arena has given independent retail network Home Timber & Hardware a big tick. The chain’s prompted ad recall stood at 71 percent against Mitre 10Õs at 38 percent.

The annual tracking survey, conducted by a leading Melbourne market research firm, asked hardware customers to rate Home Timber & Hardware and Mitre 10Õs ads based on customer service and staff knowledge, both areas the Home brand scored highly in.

Home Timber & HardwareÕs national marketing manager, Andrew Senyard, said “Our focus is on keeping the brand front of mind for consumers. By staying true to our ÔproperÕ positioning, the use of the much-loved mascots, Rusty and Sandy, and high profile sporting and charitable sponsorships, including Movember, customers know what weÕre about and choose us over our competitors.

“This is undoubtedly one of the most valuable advantages for our members in an increasingly competitive market,” he added.

Store owner, Adrian Triplett, who bought the store in 1986 aged 18 and moved to the Home brand at the end of 2009, said the Home Timber & Hardware model really works for him and his wife as local business owners. “We’re an individual business with a very distinct local market and needs, and Home Timber & Hardware provides us with the business tools and support we need to grow and maintain a competitive edge,” Triplett said.

“With Home, itÕs all about building our business for the future. The level of support with business planning has enabled us to improve the management side of the business and put in place long-term business plans to make it as profitable as possible,” he said.