An intensive 12-week programme in which we:
Helped them better understand the market and how they are performing in it, from an experience perspective, including, a CX audit and competitor benchmarking exercise, developing experience principles and associated scoring criteria, before completing an omnichannel review of the end-to-end shopping experience for B&Q and a number of key competitors
Helped them understand their customers – undertaking customer research to better understand the motivations, drivers and pain points, when selecting a kitchen brand
Helped them understand what’s possible – running an out of category safari to identify what best in class experience looks like, across the globe and throughout different sectors, providing stimulus for remote, innovation hacks
Helped them to define a new vision for the business – Developing a new vision and proposition and then creating new concepts for omnichannel services and solutions that help people feel inspired, manage budgets, and plan, design and buy their future kitchen
Helped them quantify the value of what we proposed – Using research methodologies to understand the impact on customers, combined with various business metrics to quantify the commercial value of our work we developed a robust investment proposal for the board
The journey back to 'nations favorite'.
B&Q have long been recognised as the DIY gurus synonymous with bank holiday weekends, with millions of people trusting them as a partner for their home improvements. A lesser-known fact is that, until recently, they were the number one provider of kitchens.
However, the onward march of kitchen specialist competitors and new pure-play market entrants, has seen their crown slip and this has been further exasperated by the previous ‘group down’ approach driven by Kingfisher and lack of investment in digital.
A changing of the guard, both within the group and B&Q, and the impact of the pandemic on shopping behaviours, saw the business look to us to accelerate thinking to support the reimagination of the kitchen buying experience.
Pages from CX audit
REIMAGINING THE KITCHEN EXPERIENCE