Building a scalable retail kitchen and bathroom business from the idea up.


Challenge

Trade merchants Grafton GB wanted to launch a new consumer retail kitchen and bathroom business. As a new business, a full multichannel brand with brand strategy, identity and marketing campaign needed creating.

Shaping shopper behaviour

This project came to light after identifying a gap in the market for a brand who leverages trade credentials for a consumer audience.

The beginning of the process was a detailed analysis of the competitors in the kitchen, bedroom and bathroom market. This generated a number of potential brand propositions, which we put into shopper research. A clear winner emerged which was based on an insight that buying a beautiful kitchen or bathroom through a trade associated brand made for a smarter/cleverer purchase decision.

Using our brand action process, this cleverness property then became the essence of the brand strategy. ‘Buy Clever’ became the platform to drive awareness and action of the brand. We created a national and local campaign. Using Meridian as the test region, DRTV was employed. This was supported by home interest titles to engage with shoppers at their tipping point about the big kitchen or bathroom decision. Locally we used outdoor, radio, local press and door drops to drive weekly traffic, supported by promotions to generate response.

The brand filtered through to product range development, service proposition, product brochure, store experience and colleague engagement.

Driving business

We have undertaken various stages of shopper research and, throughout each stage, shoppers have responded well with the new Bohen business.

Rebecca Morgan, Consumer Marketing Director at Grafton GB and manager of the Bohen brand.

“The Market Creative has encapsulated what we’re all about, creating a brand that stands-out in the category and runs through every element of the launch campaign.”

Generated 0% to 11% brand awareness in 6 months.

Bohen, Brand Design
Bohen, Brand Design
Bohen, Brand Design
Bohen, Brand Design

Driving business


From 0% to 11% Brand Awareness

IN 6 MONTHS

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