Trade customers are reluctant to embrace change - but Toolstation needed that to happen so they could enjoy a better buying experience through its app.
Strategy
Research identified speed as the key app benefit in customers' eyes. The best service would succeed, and that was the reason Toolstation wanted to wean its customers from its catalogue to an improved website and app.
The app was intended to provide a superior buying experience and slashed the time it took customers on admin tasks. But these customers were creatures of habit and comms that suggested they change their shopping behaviours were seen...