Valspar is a subsidiary of the world's biggest paint manufacturer, Sherwin-Williams, and one of the most popular paint brands on the global market. While Valspar has built its name on the quality of its paint products, it didn't yet have the ecommerce functionality or digital experience to match. This was significant, as when the national lockdown struck, consumers were investing more in their homes, and digital demand was quickly on the rise. Valspar's objective was to capitalise on this demand by transforming its existing website into a marketing leading digital presence, bridging the gap between its online and offline offering.
It all started with discovery. Insight comes at the start and the heart of everything we do at Enjoy, so we kicked-off the project with our discovery phase, where we deep dived across four key categories (Company, Category, Consumer, and Culture), identifying insights to inform the transformation strategy. To understand 'The Consumer', we conducted interviews with territory managers at B&Q (the exclusive retailer of Valspar) to discover current customer queries and pain-points when in-store. We combined this with a digital analysis, auditing Valspar's website and identifying barriers and pitfalls in the user journey. We then looked at 'The Category' and, while not wanting to be defined by what competitors were doing, we undertook a competitor audit to learn more about the category and landscape, which would help us to take Valspar a brushstroke above the rest. Understanding the wants and needs of the audience is the foundation for any successful digital initiative. So, to develop our understanding of 'The Consumer' even further, we commissioned a survey with 2,000
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