Claiming a leadership position in a competitive and changing retail landscape.

Introduction

South Africans are well versed in DIY. Ever in pursuit of solutions that meet all their needs; the décor, building and improvement retail space has long-since offered consumers solutions that compete purely on price, not necessarily on value or service. Builders was lost in this landscape, needing a distinctive version of truth to build off and meet their business objectives.

Challenge
The retail landscape has undergone a significant transformation over the past decade. Driven by technological advancements, AI and evolving consumer preferences and resources. Educated consumers, with access to more information and online alternatives, have begun demanding greater value and eco conscious options. Although price remains a primary behaviour driver (resulting in more cautious spending habits), consumers have also become increasingly accepting of good, private brands as viable alternatives. Rather than "stack 'em high, see 'em fly", consumers are looking for retail solutions that offer them more than they can access for themselves.

Our approach
To develop a distinctive, single minded, insights driven brand strategy that would lead to integrated solutions and a deep understanding of the brand and its relevance across new audiences and segments.

We identified six key strategic development areas.

1. Repositioning Builders as your first port of call for all your home improvement and DIY solutions.

2. Driving penetration and increasing reach through segments that present the biggest room for growth. For example, renters – a largely ignored market with unique DIY and project requirements.

3. Appealing to segments by relating to them based on their specific lifestyle and project needs. 

4. Owning the problems Builders solves, putting Builders at the heart of every solution – the go-to point.

5. Building towards a seamless customer journey that amplifies the brand at every point, measuring progress.

6. Building a house of trusted brands from an expert DIY solutions provider that becomes every customer’s preferred choice.

Every one of our identified strategic, development areas presented key KPIs that could determine and measure our growth throughout the consumer journey.

Strategic direction
Created off the insight that we all desire the freedom to build a better life, we positioned Builders as the solution – the start of that better life. Becoming the brand that overcomes the biggest barriers that prevent individuals from getting it done. Shifting the focus from an inconsistent, disconnected brand experience to a seamless customer journey; offering audiences trusted brands and DIY expertise rather than brands competing on price and salesmen and women. Simplifying things from extra options to extra, seamless experiences.

Growth strategy
To align the business and brand strategies, we focused on four key growth pillars:

1. Increasing basket size across 7 key categories.

2. Shifting from product-based to project-based thinking.

3. Growing private label brands.

4. Becoming customer-centric, data-driven and interconnected.

Brand strategy development

A shift from extra options to extra, seamless experiences. Consumers can get any and everything online, so how do we get them into stores like Builders? Because Builders has something extra that online doesn’t. A whole experience. From expertise and information – through infographics and in-store videos ­– to highly skilled consultants. When in store, consumers can tangibly see, connect and engage with ideas and inspiration through situational displays. Starting online and moving into store. It’s the whole experience. One that is seamless.

We positioned Builders as a distinct hybrid experience. Frictionless delivery, inspiration-led purchase journeys and in-store efficiency. The sweet spot of online and instore. Taking consumers on an interconnected rewarding journey that provides them with the home improvement and DIY solutions that are relevant to them. Adding an additional layer of a brand rewards strategy, that smartly integrates technology to create a harmonious and rewarding shopping journey. Fuelling Builders business growth by being more customer centric and data driven than ever before.

Creative direction

From an inconsistent, disconnected brand experience, to a seamless customer journey that builds the brand at every point, our creative solutions established Builders as a leader, expert and partner in every customer’s DIY and home improvement journey. Offering a unique value proposition, showing every segment just how “together we can get it done”,  at every creative touch point from broadsheet to billboard.

Identity and design
Introducing the evolved identity: your beacon for DIY excellence. Your go-to guide for home improvement projects and life hacks.

Tone of voice
We developed a distinctive tone of voice that speaks to all segments. In fact, it speaks to everyone. Accessible, human and engaging, our tone of voice brought the values and heart of Builders to life in every verbal or written platform.

Radio campaign
We created a radio campaign targeting our five segments, making the Builders offering and expertise something relevant and relatable across the following markets:

• Weekend DIY projects, Homeowners (all stages/multiple projects), Garden enthusiasts
  Homemakers (décor, lighting, home finishes), Contractors/tradesmen

Various campaigns
From our 1,2,3 Get it done to a Spring and Paint campaign, we positioned Builders as the start and finish point of a range of home improvement projects across various categories. Showcasing how through step-by-step guidance and access to Builders expertise, you can get anything and everything done, together.

Retail
We used spatial design principles to influence in-store navigation, through wayfinding systems and graphic presentation, in order to improve the sense of comfort and information for the customer. The store environment and its communication needed to be of service from a functional point of view and to stimulate the customer emotionally.

Return on investment

The initial audit on Competitive Home Décor provided input for the Builders Home Décor strategy. The introduction of home improvement and building supplies categories grew this business to a R12 billion market leader, with annual growth of more than 11% in the new categories. In 2021, the continued demand for DIY boosted Builders Warehouse sales, 39% higher than the previous year. The Builders chain continued to show double-digit sales growth. In 2022 Massmart commenced the process of expanding its Builders chain footprint by 50%. A compelling, evolved brand along with a strong business strategy and committed stakeholders, ensures the continuation of this success story.