B&Q overhauls own label brands in £12m refresh
Share
B&Q has unveiled a raft of new own label brands as part of a £12m investment to improve its products, stores and brand.
Katherine Paterson, B&Q’s marketing director, says that the chain is taking a much more fashion led seasonal approach to products which means that each season it will have a range of new products launching under the own label brands.
It will then peg more seasonal marketing communications on the regularly seasonal refresh of products.
In the spring, B&Q will relaunch its 4,000 strong gardening range including plants and accessories under the new brand name Verve.
Its décor department will receive a make-over with the introduction of the Colours home interiors brand in the summer that aims to offer affordable interiors to suit all tastes.
B&Q will also use new store designs and low level shelving to better merchandise its home décor department in what Paterson says is “more inspirational, less functional” that the rest of its store layouts.
B&Q will also extend its power tools brand MacAllister into garden machinery such as mowers and hedge trimmers and introduce 800 new products to the Blooma range of garden furniture, barbeques, planters and outdoor decorations, which launched last year.
The chain, part of Kingfisher, reported a modest increase in sales in its latest trading up date. Total sales increased 0.4% in the three months to the end of October, while like-for-like sales ere down by 0.9%.
The retailer has also created a 10-point “Manifesto for Summer” as part of a PR campaign to push its new own brand ranges of summer products and encourage customers to brighten up their homes and gardens.
B&Q is also making improvements to its training and customer service at the same time as extending its Do it Yourself advice classes to encourage people to learn DIY skills.
Readers' comments (2)
Kevin Thomson | Fri, 20 Jan 2012 2:39 pm
With such a major new brand launch it's really good to see, and that B&Q feels it’s important to include in the PR, that "B&Q is also making improvements to its training and customer service". Good news for its internal brand building, which then impacts on engagement and external brand delivery. Also good to see B&Q is working for its community and customers i.e. "at the same time as extending its Do it Yourself advice classes to encourage people to learn DIY skills."
When it comes to learning skills, specifically for young people (from research in our local town) we know they want to learn; to be involved in the community, and don’t want the ‘hoody’ label which sadly exists. Reaching out to them as a brand with opportunities to learn is a brand builder for retaining customers for life. We've started our own Corporate Social Marketing CSM (we call it) with Henley on Thames young people. It's just getting going at www.betherehenley.org. We’re combining a communication and mentoring programme for all ages to get ‘Wisdom from every direction’. The launch for Be There is the Town Hall Jan 25th 7.30 (plug). It’s a brand builder for the town and all involved. Brands/organisations are also invited to train and sponsor their own mentors internally to then be able to add their skills and wisdom to the local community. We’ve blogged it as CSM meets CR at http://brandengaged.com/2011/12/12/giving-back-by-giving-out-be-there-henley/.
As the divide between internal and external branding closes, and customer and community communication merges, and wisdom and experience form a core part of brand values and outreach programmes, I think we will see more and more of the B&Q type initiatives.
Kevin Thomson - Founder Brand Engaged
Unsuitable or offensive? Report this comment
JOHN B. CULBERT | Sun, 29 Jan 2012 2:36 pm
Having been a customer of B&Q for many years,the new name of Verve on their own brand labels seems to have increased their prices also.I can purchase the same plants at Homebase far cheaper,you can also purchase plants in better condition than B&Q in many of the supermarkets ie. Lidle,Morrisons,Asda,Tesco,it really is time B&Q looked at two main things 1.their prices and the condition they sell plants,many of their bedding plants are dying and not recieving the attention that young plants should recieve.....JBC/..
Unsuitable or offensive? Report this comment