FREE marketing review
B&Q’s parent company Kingfisher, is Europe’s leading home improvement retailer with over 1300 stores across 10 countries. They offer DIY and home improvement products and services to nearly six million customers who shop in their stores and through digital channels every week.
From B&Q in the UK to Castorama in France, Russia and beyond, Christmas is celebrated in many different ways across Kingfisher’s operating companies. The point and sale and in-store communications had to speak to a diverse range of audiences and the challenge was to create something festive yet generic to cater for the cultural differences when it comes to this widely celebrated holiday.
We created ‘The Christmas Shop’ which was given a winter wonderland look and feel to complement the festive season, no matter which country it might be. Point of sale banners and shelf edging helped navigate customers through their buying journey and informative in-store communications gave them the confidence to make the right buying choices when selecting festive products. We created the perfect environment for stores to showcase the innovative, inspirational and exclusive products to its customers, with enough festive cheer to warm even the chilliest of cockles.
With one solution across all operating companies, The Christmas Shop was hugely cost-effective because the design worked both under the banner of ‘The Christmas Shop’ and ‘Winter Wonderland’, with Winter Wonderland being used for those countries who do not celebrate the festive season in the same way as we do in the UK. In design terms, we created a ‘shop within a shop’ winter campaign creating a festive feeling amongst customers – not always easiest achievement in the middle of a DIY store!
