Design it yourself - a new future for home and DIY retail

A new future for home and DIY retail

DIYDesign it yourself

© Dalziel and Pow 2016 — All rights reserved. 2

We love talking about design, brands and stores. We see new opportunities everywhere,

and right now we’re inspired and excited by the home and DIY market.


Retail is no longer ‘one size fits all’. From product curation to new format creation,

retail today is being shaped by a new era of customer who will buy more from brands that allow them to make,

shape and share their products and experiences. D&P Future of Retail, 2015


With the housing market slowly improving following the economic downturn, and an array

of digital tools at retailers’ fingertips, the time is ripe for innovation.

A new era of customer

Millennials(b. 1981 – 1994)

© Dalziel and Pow 2016 — All rights reserved.

A Millennial attitude

An increasing interest in craft and lifestyle activities Wanting experiential, engaging, relevant retail environments Environmentally conscious Valuing real-life connections A desire for convenience, learning and creativity

© Sayyes.com

7


The never-never generation

Buying their first property 10 years later than their parents did Commitment-phobic, favouring ‘try before you buy’ Set to become the biggest consumer buying group by 2020

© Greylustergirl.com

8


No longer a man’s game

Increasing number of single-woman households 60% of women carry out home improvements 33% of men say they don’t have basic DIY skills Gender stereotypes are irrelevant

© Bootsandpine

9

Sector insights


DIY - Design it yourself

1/ Knowledge economy 2/ In-context inspiration 3/ Create a community 4/ Customisation culture 5/ DIY on demand 6/ Seamless convergence

11

Knowledge economy

Workshops, tutorials, expert guidance and skill-sharing networks help with a lack of DIY confidence.

Retailers need to prove they can provide access to the best service at any time. There’s a need for partnerships

with, and platforms for, real experts.

13© Dalziel and Pow 2016 — All rights reserved.


Store of solutions

14

Our concept for Leroy Merlin offers customers inspiration, services and education to make their DIY dreams a reality. A School of DIY teaches everything from plastering a wall to laying decking, while a series of ‘ateliers’ – practical workshops – focus on specific services/needs and are staffed by experts.

© Dalziel & Pow


15

Growing expertiseAt the core of our concept for Wyevale is a dedicated education and service hub, The Greenhouse, that helps curious customers become more confident gardeners. The space hosts everything from potting classes and talks, to demonstrations. There’s also a library of garden-related books to browse.

© Dalziel & Pow

In-context inspiration

Move away from the mentality that you’re selling a drill,a tile or a table to one in which you’re offering a room,

a look, a lifestyle…



Owning social inspiration

Made.com allows users to view purchased products in the homes of other buyers through their own platform, Unboxed. This makes it easier for people who aren’t able to visit a store to imagine the product in context.

© Made.com Design Ltd

18


Buy the lifestyle

The Apartment by The Line is a lifestyle store where furniture and decor elements are placed in their original context: the home. It’s a place to discover and purchase some signature pieces in the intimate context of an apartment, as well as meet the creators and learn more about their inspiration and materials. Everything that you see in the space is for sale.

© The Line

19


Try before you buy

PIRCH lets customers test home appliances in settings that resemble bathrooms, kitchens and other rooms – featuring working cooktops, fridges, ovens, sinks, baths, and more. You can even have a shower!

© PIRCH

20

Create a community

Stores must exploit what online cannot offer – a social space where customers can get together,

spend time and learn. They can act as local gathering places for events,

food and drink, and workshops; far more than transactional shops.



Clever collaborations

US homeware store West Elm and lifestyle magazine Kinfolk teamed up to create workshops and gatherings around lifestyle topics and quality of living, both in store and at unusual locations e.g. barns and warehouses. The events nurtured a passionate community around both brands.

© WinnieAu

© Kinfolk

23


Dwelling in the ‘slowroom’Online home retailer Loaf recently opened a ‘slowroom’ (as opposed to showroom) that invites visitors to try and to test furniture in a leisurely environment. Loaf aims to increase dwell-time and encourages customers to experience the furniture before committing to buy.

© Loaf24


25

The community- connecting app

B&Q joined forces with Streetbank, an online platform that connects neighbours over skills and interests available in a one-mile radius. This branded collaboration was a smart move; people long for social connections and B&Q has facilitated a place for them to connect over food and skills in their own neighbourhood.

©Streetbank

©Streetbank


26

A helping hand

As well as educating its customers, Leroy Merlin gives its skilled-up community the workspaces and tools they need to complete projects, with free hire services.

© Dalziel & Pow

Customisation culture

Customers become more creative – ‘Do it yourself’ is shifting from pure handiwork to a more

design-focused process. From furniture ‘hacks’ to 3D printing, there’s a real

joy in being able to craft something oneself in the digital age – brands should tap into that.



29

Upcycling becomes big business

Brands such as Bemz and Mykea have been created specifically to help customers customise their IKEA furniture. A great idea to help people add a personal touch to their pieces and make them shareable on social media.

© mykea


30

The power of 3D printing

US retailer Lowe’s recently introduced in-store and online 3D printing and scanning services that enable customers to create small products like door knobs or light switches in their desired colours or shapes.

© Lowe’s


31

Unleash your creativity

US lifestyle e-tailer Print All Over Me launched a digital platform that lets users overlay its products (plain homeware and apparel textiles) with images uploaded from smartphones, and then add text, graphic icons and colour-ways. Creations can be shared on social channels and purchased immediately.

© Print all over me


Virtual decorating

UK department store John Lewis created a virtual furniture simulator to assist customers when buying a sofa. The tool lets consumers upholster furniture in the fabric of their choice and view it before purchasing.

© Stylus

32

DIY on demand

Convenience is key for today’s time-strapped consumers. Offering smart and relevant on-demand services beyond

just selling product isn’t something home and DIY brands are not fully exploiting at the moment, but there’s

a real opportunity here for new formats and services.



“The UK consumer is demanding a very different way of shopping —they expect to be able to shop wherever and

whenever they choose.” Gillian Drakeford, UK Manager, IKEA


36

DIY hits the high street

Topps Tiles has opened city-centre boutique stores to offer customers greater convenience. Bringing the brand closer to the customer is a smart move that recognises the desire for convenient solutions, relevant to their lifestyle and schedule.

© Topps Tiles


(Almost) instant delivery

Using Screwfix’s specialist website, consumers can check local availability, order and pay online, and then collect in store as little as five minutes later.

© Screwfix Direct Ltd

37

Seamless convergence

Customers hop between platforms multiple times on each shopping journey, expecting to be able

to pause, resume, compare and test before making a decision.

Successful brands support this journey with a seamless brand experience across mobile,

stores and online.



40

Mastering online experience in store

Made.com’s physical showroom allows visitors to find out more about products by scanning QR codes, playing with miniature furniture models, and taking home postcards and fabric samples. It’s a great example of fusing the digital and physical shopping experiences.

© Made.com Design Ltd


41

AR apps to help e-commerce flourish

The Littlewoods Home app uses augmented reality technology to show a realistic 3D simulation of how products will fit in shoppers’ homes. This addresses one of the main barriers to online shopping for homewares, reassuring customers they’re marking the right choice for their space.

© Cimagine Media Ltd


Bespoke in-store digital

Our concept for The White Company delivers a lifestyle-led retail experience modelled on a journey through the home. Through small-scale projection, illuminated messages are applied directly to products, bringing a hint of technology to a homely store environment.

© Dalziel & Pow

© Dalziel & Pow

42

Knowledge economy

In-context inspiration

Create a community

Customisationculture

DIY on demand

Seamless convergence

Let’s talk…Dalziel & Pow is a leading, independent creative agency based in London. We’re a collaborative team of retail experts offering strategy, design and innovation. We define imaginative brands and create engaging experiences for a new era of customer, all around the world. To fuel our insight, we travel widely, observe, create and experiment. All this has led us to identify the six key themes that we believe will significantly influence the DIY and home improvement sector in the years to come: 1/ Knowledge economy 2/ In-context inspiration 3/ Create a community 4/ Customisation culture 5/ DIY on demand6/ Seamless convergence We see exciting opportunities for our clients and would love to hear your thoughts and discuss how these insights can be applied to your brand. Get in touch withCeline: [email protected] call +44 (0)20 7837 7117 to start the conversation.

Insight Branding

Experience strategyInnovation

Retail design Delivery

5–8 Hardwick Street London EC1R 4RG

+44 (0)20 7837 7117 dalziel-pow.com

http://www.dalziel-pow.com/

Design it yourself - a new future for home and DIY retail

Retail

Transcript of Design it yourself - a new future for home and DIY retail