Dulux Retail POS in 275 B&Q Stores
Dulux’s major Retail POS paint initiative for 2016 has just finished its nationwide rollout to 275 B&Q stores. Impulse are proud to have worked with our sister business Cirka Creative (www.cirka.co.uk) who were responsible for the design, development and production of all aspects of this £1.2m project, after winning a 3 way pitch for the project.
Project background – Creative Aspect
‘Value Added Paints’ are a range of products that offer a superior performance and are tailored to specific locations I the home. For example, ‘Kitchen’ paint offers increase grease protection, ‘Bathroom’ paint is moisture resistant, and the ‘Endurance’ range offer stain resistance. In all there are 5 product types within the Value added family.
Dulux’s challenge to Cirka at the beginning of the 12 week design and production project was to raise retail POS awareness, educate the shopper as the benefits to help drive up sell, and create impact in the paint aisle, all without effecting product count and planogramming!
Cirka met the challenge as always starting from the ground up and looking laterally to discover dead space in the racking systems and creating space with innovation mounting solutions, the net result we were able increase the current POS space by 300%.
The Added value offer is broad and complex, so Cirka couple bold simple communications, and sign posting with meaningful and direct product USP’s to answer the shopper equation of (Need = Colour+Room+ Correct product) creating a paint aisle that was easy to browse understand and locate the required products, then easing them into colour selection with logically flowed palettes with testers and take and product all vertical colour flowed to ease navigate and reduce frustration and drop out rates at fixture.
Colour collateral (individual Colour Cards) and replenishment was solved by the design team spending time on the shop floor with B&Q staff as well as the team from head office to understand the day to running of the paint area of the store and all collateral is stored behind hidden doors in the fixture and cleverly uses existing B&Q shelving so saving cost as well.
Project Background – Production and Delivery
The challenge set was to translate the beautiful creative to be able to fit 4 formats of racking throughout the B&Q Estate.
This had to be done cost effectively, which meant we developed a system that used common parts where possible, allowing easy installation.
Other aspects that Cirka needed to solve with in the project was a increasing amount of ‘testing graffiti’ ( where shoppers actually paint white areas of POS with testers to check colours due to not trusting the tester pot label) This trend is both costly to POS effectiveness and reprint requirements. We solved this problem by the removal of dead space, and the use of Anti graffiti print seals that allows any “testing” to be removed easily by store staff.
The materials used were predominantly sheet metal fabricated, with bespoke injection moulded pockets and real wood painted chips (60,000 across 165 colours) to give customers actual product to view rather than printed representation.
Production / Assembly and packing was carried out at our factory in Bedfordshire, stores were despatched individually on a daily, timed basis to meet installers.
We are proud of the achievement, and looking forward to seeing uplift in sales, data is coming through shortly.
This is a good example of an Integrated business utilising individual core strengths to deliver a perfect solution.
Cirka also produced a step by step installation video, uploaded to the cloud to be accessed by fitters during the implementation process.
The Studio team at Cirka worked tirelessly to ensure that Akzo were getting the message across coherently, and at the same time keeping an eye on build solution, by keeping in constant communication with the Production and Print departments. An eye on the detail right up to the point of dispatch, made easier by having these processes on site – so Project Managers could walk out onto shop floor and deal with issues directly, rather than via a third party.
Beautifully executed project, vibrant retail POS delivered on time and budget, Happy Clients.
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