Inspirations Paint is Australia’s largest specialty paint retailer, with over 100 stores nationwide.
In 2011 retail sales were falling. With Masters planning to launch in spring 2011 Bunnings was already putting enormous pressure on the pricing in the category and posing a real threat to market share. It was no longer a case for growth, it was a battle for survival.
The first step was internal. We created a film and a brand book so that staff could better understand the new positioning.
A service-led brand reinvention was undertaken and a completely new way of talking to consumers was launched in early 2013. Cans of paint were removed from stores and replaced with project tables, a physical manifestation of the new ‘What’s Your Next Project?’ positioning and a place for staff to work with customers on their projects.
At the end of 2013 a brand tracking study showed great leaps in key brand metrics and demonstrated our strategy was working.
The results were immediate with customer leads jumping 448% and an unprecedented 22 months of consecutive sales growth achieved by December 2014. ROI was calculated as 4:1 in year one and 10:1 in year two.
Inspirations Paint’s project-focused website.
A revitalised ‘Paint Club’ loyalty program now stands at over 300,000 loyal customers, up from 25,000. Paint Club Customer Relationship Management (CRM) activity is deeply integrated with the Inspirations Paint eCommerce website and mobile site.
The brand redevelopment and relaunch has been huge for the business. It’s the biggest thing we’ve ever done and the biggest success we’ve ever seen.
Meet “Loungy”. Inspirations Paint national TV ad.
What was a slowly dying brand had been turned into one that is truly on the consumer’s radar.
The 22 months of consecutive sales growth speak for themselves but it has also had an incredible effect on the internal culture. The organisation is more cohesive and united than it’s ever been.
Our role in Inspirations Paint: strategy, advertising, website UX, advertising, technology strategy.