CONSUMERS READY – TIME FOR RETAILERS TO TAKE ADVANTAGE

More than 10 million UK consumers have now heard about National Home Improvement Week (12^th to 18^th March) thanks to media coverage in the run up to this first ever consumer promotional week devoted to driving sales of home and garden improvement and DIY tools and consumables.  Designed to help retailers maximise consumer interest as we enter the industry’s key sales period, the campaign has already seen consumer magazines featuring DIY hints and tips alongside the campaign logo and broadcast media featuring home improvement facts and figures illustrating the opportunity.  “Moreover,” says Paul Grinsell, home, and garden improvement director of BHETA which is coordinating the campaign, there is plenty more publicity to come, so retailers really need to get on board with their own promotions and initiatives to ensure we turn enthusiasm into sales.”

Paul continued, “During National Home Improvement Week itself, we will see features on national radio and TV and in national newspapers as well as more consumer magazine coverage.  Regional broadcasters and regional newspapers will also be featuring top home and garden improvement opportunities, ‘how-to’ advice, and loads of competitions and giveaways.  We will also see the culmination of our social media campaign, which will also feature DIY successes and chances to win product.  I strongly urge retailers not only to get involved using the National Home Improvement Week promotional POS material provided, but also by letting their local media know that they are part of the campaign and posting the fact on social media.”

Retailers wanting to get involved can contact BHETA direct to get their free POS packs or liaise with BIRA who are one of the campaign’s main sponsors or speak to their wholesaler.  Three of the main wholesaler/distributors – Decco, Stax and Home Hardware - are promoting the initiative to their retail customers and helping them to make the most of the ‘Love The Home You Live In’ campaign, inspiring and enabling consumers to get back into home improvement, make more of their garden and outdoor space, or have fun with new-style DIY, craft, and upcycling.  Supplier sponsors of the campaign can also provide promotional material and POS to their retail customers.

The retailer pack includes all the official campaign artwork including logos, posters and stickers, PR templates and social media suggestions.  Interested retailers should visit the National Home Improvement Week website: http://www.homeimprovementweek.co.uk/become-a-retailer.html to view the retailer video and contact nab@bheta.co.uk to receive individual promotional packs.

Paul concludes, “Research carried out with more than 2000 consumers confirms that ‘Motivation to make changes for the better in both home and garden is in plentiful supply – the top reasons being comfort, style and adding value to the property.  In fact, nearly a fifth of consumers feel so strongly about the need to improve that they describe themselves as ‘ashamed or embarrassed’ about the state of their homes.  By far the biggest area of concern (61%) is the appearance of interior walls with grubby marks and dated designs being significant drivers for home improvement.  Over a third of respondents cited floors and tiling as problem areas, while a quarter were struggling with clutter.’  All we need now is for individual retail outlets to promote the campaign locally and in store, brief their staff and ensure that they take advantage of big brand supplier involvement.”

Main sponsors of National Home Improvement Awareness Week include leading brands, Dulux, Polycell, Hammerite, Cuprinol, Stanley Black & Decker, Loctite, Unibond, Solvite, No More Nails, Nitromors, Fiskars, ERA Home Security, Harris, Duck Tape, Frog Tape, T-Rex Tape, Gardena, Flymo, McCulloch, Jonsered, Universal, What More UK, Trend Tools, Nilfisk, Vitrex, Plasplugs, Homelux and Duracell.  The campaign is also supported by Barrettine Products, Doulton Water Filters, G Plants and Croydex. National Home Improvement Week includes all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment.