Dulux Value Added Range POS Retail Display - Cirka

Dulux Value Added Campaign


Dulux’s major paint initiative for 2016-2017 has just finished its nationwide rollout to all 275 B&Q stores.

Cirka has been responsible for the design, development and production of all aspects of the Dulux Value Added project.

How we increased current POS space by 300%

Cirka began a 16 week design and production project to raise awareness and educate the shopper to the product benefits. The goal was to help drive up-sell and create impact – all without affecting product count and planogramming!

Dulux Bathroom Range POS Retail Display - Cirka

How to stay ahead of the competition and shopper needs

Cirka approached the challenge as always starting from the ground up, thinking laterally to discover dead space in the racking systems and creating space with innovative mounting solutions and a smart use of existing retailer shelving.

The new concept was a collaborative category activation between Dulux and B&Q with insight from Cirka. This lead to the introduction of not only painted swatches to show paint colour, but also providing colour accurate swatch cards for shoppers to collect and take home to test.

Dulux Colour Swatches POS Retail Display - Cirka

Test on your walls not our retail features please!

Other aspects that Cirka needed to solve within the project was a increasing amount of ‘testing graffiti’ (where shoppers actually paint white areas of POS with testers to check colours due to not trusting the tester pot label).

This trend, both costly to POS effectiveness and reprint costs, has been solved by the removal of dead space, and the use of anti-graffiti print seals that allows any “testing” to be removed easily by store staff should it occur.

Dulux Bathroom Range POS Retail Display - Cirka

How spending time on the shop floor improves our design

Colour collateral and replenishment was solved by the design team spending time on the shop floor with B&Q staff, as well as the team from head office, to understand the day-to-day running of the paint area of the store. All colour collateral is stored behind hidden doors in the fixture and cleverly uses existing B&Q shelving.

You might also like...