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Valspar had a unique opportunity to challenge the paint conventions for one of the UK’s biggest DIY retailers: B&Q. The goal was to convert consumers from buying pre-tinted paint (currently at 95%) to tinting in-store: adding value to the consumer paint experience and reducing inventory and improving other logistic metrics in the process.

We knew that painting is very emotional and quite personal - it really is all about you - so we needed to convey that freedom. But also, we were charged to ensure that Valspar didn’t just become another paint brand, and communicated loud and clear that they were anything but Magnolia - the UK’s number one colour choice.

‘See Yourself in Colour’ brings this all together. In something more akin to a boutique environment, it empowers consumers to experiment with the spectrum using the tint chip racks and discuss their choices with the onsite brand ambassador who can inform and guide them. The communication across all touchpoints makes everything easier for the consumer. The visual tiering on the paint cans has made a significant positive impact on persuading an unprecedented 40% of Valspar buyers to choose the more premium paint.

More significantly, the new Valspar Colour Center has increased store traffic, increased the overall category paint volume and converted 17% of consumers who previously selected pre-tinted paint to tinting in-store. The potential to grow this business model and offer both retailer and consumer further functional and eco benefits is keeping Webb deVlam busy as you read this.