Retail and mail order: DIY, home improvement

 

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...

Réno-Dépôt was the leader of the home improvement market in Quebec, but faced threatening - and potentially fatal - competition from Home Depot, the global market leader. This case illustrates how sim ...

1996-2000 advertising for B&Q. Objectives: to increase spend per consumer and attract customers from other DIY stores at a time when the market had matured. Launch of B&Q Warehouse stores offering bet ...

This paper describes the thinking behind a campaign that gives Homebase a clear positioning in the DIY market, setting it apart from B&Q and providing a central idea for all communication, from POS to ...

Great DIY advertising is a contradiction in terms for most people. The sector's advertising has practically become the material of stand-up comedians - effective at generating immediate store traffic ...