Consumer insight led approach to shopper marketing

Dulux

Our challenge was to help reduce attrition on the consumer journey by increasing in-store engagement. We did this by developing an entirely new customer shopping experience that was informed by our consumer insight work and inspired by cosmetics retailing.

Process

  • Collaborative workshops with sales and marketing teams.
  • Accompanied customer journeys.
  • Review of existing market research.

Insight

Redecorating should be exciting – the expectation of a whole new look for our home. But, shopping for paint can be tedious – warehouse retail outlets, mundane shelves full of unattractive tins, searching for the exact shade of colour, trying to calculate litres per square metre. In fact, 28% of consumers abandon their shopping journey in the store. Dulux wanted to reduce those losses. Consumer workshops helped us understand the solution – bringing the initial expectation and excitement of redecorating all the way through to the shopper experience.

The Idea

Taking that insight, we created an in-store experience inspired by cosmetics retailing. We designed new fixtures which offered creative and exciting ideas for the home. These consisted of matching palettes, feature walls and alcoves, functional paints, and other ideas that would entice and excite shoppers on their customer journey.

Results

The fixtures were installed initially in ten stores and rolled out to over one hundred stores after successful trials where sales grew by over 20% per fixture.

Reduce shopper attrition on customer journey

Keep shoppers excited about the creative possibilities for their homes