Issue

This well-known, international paint manufacturer has just launched its flagship range into a select number of superstores belonging to a major UK DIY chain.

Prior to deciding whether or not to roll the launch out to over 200 more stores across the country, the organisation commissioned Brandspeak to assess the success of that launch. Specifically, Brandspeak was asked to review the:

  • Impact of that launch on brand awareness and perception
  • Role being played by its highly differentiated (and expensive), interactive displays and merchandising
  • Effectiveness of its staff in supporting the sales process
  • Overall nature of the customer experience provided.

Solution

Brandspeak recruited a number of DIY singles and partners to take part in research.

First, they were asked to undertake online homework to define their DIY attitude and aptitude, their level of DIY expertise, their impressions of the DIY brand in question, their next DIY project and the DIY items they needed to source.

In-store, accompanied research was then conducted with all respondents across 2 separate UK locations across several days. During the hour-long sessions respondents were required to:

  • Navigate their way to the relevant area(s) within the store
  • Explore those area(s) generally and use display signage and marketing materials to help locate the best product for their needs
  • Interact with staff to address any technical questions
  • Identify strengths, weaknesses and gaps within the overall experience provided and its effect on likelihood to purchase

Outcome

The research debrief delivered:

  • An assessment of brand awareness and perception, highlighting specific misconceptions and weaknesses to be addressed as a priority
  • As part of its overall customer experience assessement:
    • The ineffectiveness of the organisation’s interactive displays and their ability to actually undermine the sales process
  • The inaccessibility of its sales staff and their subsequent inability to drives sales
  • An attitudinal and behavioural consumer segmentation model, identifying by segment those consumers most / least likely to be disposed to the brand and its product ranges
  • The debrief was concluded by a number of key recommendations capable of changing the brand’s fortunes in the UK.