B&Q is obviously a marketplace full of established, well-known paint brands and so we needed to stand out at shelf to connect with this new customer, all whilst showcasing our colour authority and paint quality.

As a business we have built a strong presence on social channels, and personalised colour support and inspiration are key drivers we can lean on to differentiate us from competitors and offer immediate support for customers in the moment in store.

Tailored colour support

We wanted our screen to help everyday decorators and potential customers find the perfect colour for their project in store. To illustrate our colour authority, I worked with our inhouse colour expert, and designed a short quiz for the digital screens that would provide a bespoke colour recommendation, perfect for the individuals space.

For the quiz, we saw an 81% completion rate on screens, and a 95% swipe through rate on the recommended colour cards.

Unfortunately we’ve found it difficult to connect the data from the quiz results on screen to conversions in store.

We launched the quiz on site as a fast follow, where we were able to measure its impact much more accurately. With an 87% completion rate on site, and 8% CVR.

Building a seamless journey from colour suggestion to fulfilment

If we were suggesting colours to customers, we needed to ensure they could access those samples and have something to take home and see the colour in their space. Some stores only had a 9ft fixture, which doesn’t hold the full range. We also had challenges around where we able to direct customers for anything not available.

So, for each colour I added a QR code on screen, enabling customers to check stock availability and place a next-day Click & Collect order on the B&Q site if required — building a seamless journey from colour suggestion to fulfilment.

Connecting with B&Q staff through the screen

Another challenge we faced going into B&Q, was our small team. Other brands had field agents going into stores to educate and engage with the B&Q teams every few weeks. By launching in-store, B&Q staff became an extension of our team and so they needed to know all about Lick, so they can answer questions from customers and ultimately recommend us as the brand to use.

I used a ‘stories’ style template to convey our most important messages, this allows us to be more visual and engaging, and provide headlines that are memorable for staff. It also enables the team to frequently update the content with seasonal campaigns and products as well as the always on comms.

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