Wickes, the building materials and DIY store whose parent company is Travis Perkins.
To transform Wickes’ stores by getting the basics right in order to make its physical locations work harder – and smarter – to suit every shopper’s needs.
The brief was to make Wickes more accessible to a broader range of DIYers without losing its reliable, no-frills position with trade. It had been differentiating between the two, but needed to think more holistically about ‘the customer’ – whoever that might be – in order to widen its appeal to both.
The Transformational Solution
The transformation of Wickes began with an in-depth insights period and complete format review that focused on the range, store layout and visual and written tone of voice – its extended appeal couldn’t make it too ‘soft’, or it would lose its reputation for practical dependability.
The layout is now easier to navigate, yet doesn’t feel over-designed. To communicate the brand’s accessible feeling, the store is created from a materials palette that’s ‘made from Wickes’ (products customers find in store). This includes anew Counter proposition, with a pay and collect service for specialist products, and a service desk for Click & Collect, extended range and tool hire.
It also features a new Decorative Zone, conceived by Household as a ‘no fluff’ way to deliver inspiration. This links the Kitchen and Bathroom showrooms with finishing products such as tiling, and incorporates a ‘Design Centre’ for access to design consultants, a selection centre for choosing kitchen accessories & appliances and a ‘Mix & Match Bench’ to create living mood boards of worktops, doors, tiles and splash backs.
From outside to in, whether visual or written, communications are straight talking in purposeful, ‘job-done’ language. With the new full-scale windows, brand signage and totems seen from the car park, customers know this is where to find good value, good quality and practical advice.
All redesigned stores are tracking well ahead of expectations. Customers have a strong overall impression of the ‘new’ store, and in Wickes Letchworth customer scores above 8 out of 10 for satisfaction have leapt up 10% post-refit.
Customers’ assessment of the store environment has significantly improved (nearly tripling for feeling more ‘modern’), with perception of it being a ‘well laid out store’ that’s easy to navigate jumping 16%. Importantly, both tradespeople and DIYers judge it has having improved significantly across all measures. Plans are already in place for extending the trial to more stores.
“Working with Household we did 18 months’ work in 6 months; developing a new concept, prototyping, manufacturing new equipment, developing a new suite of customer communications and testing it all in our trial stores in record time. We are now building on this success with a second round of design development and value engineering. Good job. Well done.”
Crispin Davies Head of Format, Wickes