Ottakar’s launches Harry Potter quest
Nationwide contest to tie-in with new book
May 13 2003
UK bookseller Ottakar’s has launched a nationwide Wizard Quest to tie in with the publication of the fifth Harry Potter book next month.
The promotion, running in conjunction with the Daily Telegraph newspaper, is aimed at eight to 14 year olds and designed to drive customer traffic into Ottakar’s stores in the run-up to the arrival of Harry Potter and The Order of the Phoenix in stores on June 21.
Announcing the promotion at Ottakar’s annual meeting, chairman Philip Dunne said the fast-expanding chain has seen sales increase by 23.2 per cent in the 14 weeks to May 10, with like-for-like sales growth of 3.1 per cent
The recent acquisition of 24 Hammicks stores “has been well received by customers, staff and suppliers of the shops affected,” said Dunne. “Work on the integration of this acquisition is proceeding according to plan.” The Hammicks stores make up 3.8 per cent of the total sales increase.
A new store in Guildford is due to open in October, and the company has announced a new store this year in Coventry, as well as relocation of stores in Cheltenham and East Kilbride.
With booksellers generally anticipating a sales boost from the Harry Potter book, Dunne said: “The outcome for the full year will, as ever, be determined by the key Christmas trading period. We are, however, on course to meet market expectations of an improvement in our trading performance in the current financial year.”
