A new tagline and a well-tested set of guarantees have formed a partnership designed to better reveal all on offer at H. A. & E. Smith Ltd.

Behind it's new renovations, traditional favourites and more contemporary merchandise, is a guarantee which has served the company well throughout its many years.

With each purchase, customers can be sure that they are backed by the `Smith's Guarantee' -- a list of promises that patrons will be made aware of through print and broadcast advertisements and notices within the store itself.

According to Kanelli Gliatis, account director at R B & K Advertising Ltd., the idea is to promote different services offered by the store with which the general public might not be familiar -- no nonsense returns, never knowingly undersold, free delivery, alterations, custom ordering and seniors discount.

"People's lives are busier and we want to serve them better,'' she said.

"And so what we're saying is, take a look at Smith's now. And part of that campaign includes Smith's guarantee. What we did was to try and look at, and determine, the most important things that Smith's offered that were different from anyone else. And we came up with a number of promises. Customers will have no hassles if they're trying to return anything. They can be sure that they can take them back, no questions asked. And we understand, through our store checks, that that's an exception.

"We also promise that clients are never knowingly undersold. This is especially important to curb people's feelings that goods at Smith's cost more than at some other retail stores. If they're aware that are prices are competitive, it will make them feel better about shopping at Smith's.

"Also, a lot of people are not aware that we deliver. So what we're trying to promote is that it doesn't matter how small, or how big a package, we will deliver it almost anywhere on the Island. We also want them to know that we do alterations, and that custom ordering can be done in virtually every department. Also, every Saturday, from 9 a.m. until noon, senior citizens receive a ten percent discount You're guaranteed! on any item purchased. So we're doing our best to look out for every part of the population.'' According to Ms Gliatis, the tagline, `Take A Fresh New Look at Smith's' would be featured in a new radio jingle and in the print media. The idea behind the slogan is to emphasise that despite its recent renovations, the company still offers many of its well-loved classics.

"Basically what we wanted was to take the Smith's tradition and combine it with style,'' she explained. "Smith's is a very traditional and very classic store and what we wanted was to take a little of the old and a little of the new. As such, each advertisement will focus on a particular department and the ad copy will touch on the guarantee each time.'' H. A. & E. Smith Ltd.'s cosmetics clerk, Shirley Burchall, displays a portion of the extensive selection of top-of-the-line beauty products available The newly-renovated perfume department was designed with customer-accessibility in mind. Shown is clerk, Jean Siese Customer-friendly service at Smith's Clerk Tracey Moore in the the store's new boutique, run by Astwood-Dickinson Co. Ltd. Customers now have a choice of the finest watches and jewellery Anne Lightbourne and Etoile Tucker show off the wide selection of styles and sizes offered in H. A. & E. Smith Ltd.'s ladies' dress department H.A.& E. SMITH MINI SUPPLEMENT SUP