At Dalziel & Pow we love talking about design, brands and stores. We see new opportunities everywhere, and right now we’re inspired and excited by the home and DIY market. The past few years have seen an explosion of interest in craft and lifestyle activities. Millennials flock to bread-making classes and running clubs on their weekends, something hard to imagine a decade or so ago. Brands such as Rapha in cycling or Eataly in food have redefined the shopping experience for their sectors, making it experiential, engaging and relevant. We believe home and DIY retail is undergoing a similar transformation. New concepts need to engage today’s connected consumer, and tap into their desires for convenience, learning and creativity. With the housing market slowly improving following the economic downturn, and an array of digital tools at retailers’ fingertips, the time is ripe for innovation. Home and DIY is a diverse sector, with huge differences between the no-frills trade merchants and the lifestyle-orientated homeware brands whose customers have less DIY knowledge. There’s room for new retail strategies in both. Creating new concepts for brands such as Leroy Merlin, Notcutts, The White Company and Next Home and Garden has given us a great understanding of current trends. We’d love to share our insights and experience with you, and in this document we explore six key themes shaping the future of this sector. 1/ Knowledge economy 2/ In-context inspiration 3/ Create a community 4/ Customisation culture 5/ DIY on demand 6/ Seamless showrooms

1. A new future for
home and DIY retail
DIYDesign it yourself

2. © Dalziel and Pow 2016 — All rights reserved. 2
Welovetalkingaboutdesign,brandsandstores.
Weseenewopportunitieseverywhere,
andrightnowwe’reinspiredandexcited
bythehomeandDIYmarket.

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Retailisnolonger‘onesizefitsall’.
Fromproductcurationtonewformatcreation,
retailtodayisbeingshapedbyaneweraofcustomer
whowillbuymorefrombrandsthatallowthemtomake,
shapeandsharetheirproductsandexperiences.
D&P Future of Retail, 2015

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Withthehousingmarketslowlyimproving
followingtheeconomicdownturn,andanarray
ofdigitaltoolsatretailers’fingertips,
thetimeisripeforinnovation.

5. A new era
of customer

6. Millennials(b. 1981 – 1994)

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A Millennial
attitude
An increasing interest in craft and
lifestyle activities
Wanting experiential, engaging,
relevant retail environments
Environmentally conscious
Valuing real-life connections
A desire for convenience, learning
and creativity
© Sayyes.com
7

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The never-never
generation
Buying their first property 10 years
later than their parents did
Commitment-phobic, favouring
‘try before you buy’
Set to become the biggest consumer
buying group by 2020
© Greylustergirl.com
8

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No longer a
man’s game
Increasing number of single-woman
households
60% of women carry out home
improvements
33% of men say they don’t have basic
DIY skills
Gender stereotypes are irrelevant
© Bootsandpine
9

10. Sector insights

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DIY -
Design it
yourself
1/ Knowledge economy
2/ In-context inspiration
3/ Create a community
4/ Customisation culture
5/ DIY on demand
6/ Seamless convergence
11

12. Knowledge
economy

13. Workshops,tutorials,expertguidanceandskill-sharing
networkshelpwithalackofDIYconfidence.
Retailersneedtoprovetheycanprovideaccesstothe
bestserviceatanytime.There’saneedforpartnerships
with,andplatformsfor,realexperts.
13© Dalziel and Pow 2016 — All rights reserved.

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Store of solutions
14
Our concept for Leroy Merlin
offers customers inspiration,
services and education to make
their DIY dreams a reality.
A School of DIY teaches everything
from plastering a wall to laying
decking, while a series of ‘ateliers’
– practical workshops – focus on
specific services/needs and are
staffed by experts.
© Dalziel & Pow

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15
Growing expertise
At the core of our concept for
Wyevale is a dedicated education
and service hub, The Greenhouse,
that helps curious customers
become more confident gardeners.
The space hosts everything
from potting classes and talks, to
demonstrations. There’s also a
library of garden-related books
to browse.
© Dalziel & Pow

16. In-context
inspiration

17. Moveawayfromthementalitythatyou’resellingadrill,
atileoratabletooneinwhichyou’reofferingaroom,
alook,alifestyle…
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Owning social
inspiration
Made.com allows users to view
purchased products in the homes
of other buyers through their own
platform, Unboxed.
This makes it easier for people
who aren’t able to visit a store to
imagine the product in context.
© Made.com Design Ltd
18

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Buy the
lifestyle
The Apartment by The Line is a
lifestyle store where furniture and
decor elements are placed in their
original context: the home.
It’s a place to discover and purchase
some signature pieces in the intimate
context of an apartment, as well as
meet the creators and learn more
about their inspiration and materials.
Everything that you see in the space
is for sale.
© The Line
19

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Try before
you buy
PIRCH lets customers test home
appliances in settings that
resemble bathrooms, kitchens and
other rooms – featuring working
cooktops, fridges, ovens, sinks,
baths, and more. You can even have
a shower!
© PIRCH
20

21. Create a
community

22. Storesmustexploitwhatonlinecannotoffer–
asocialspacewherecustomerscangettogether,
spendtimeandlearn.
Theycanactaslocalgatheringplacesforevents,
foodanddrink,andworkshops;farmorethan
transactionalshops.
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Clever collaborations
US homeware store West Elm and
lifestyle magazine Kinfolk teamed
up to create workshops and
gatherings around lifestyle topics
and quality of living, both in store
and at unusual locations e.g. barns
and warehouses.
The events nurtured a passionate
community around both brands.
© WinnieAu
© Kinfolk
23

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Dwelling in the
‘slowroom’
Online home retailer Loaf recently
opened a ‘slowroom’ (as opposed to
showroom) that invites visitors to try
and to test furniture in a leisurely
environment.
Loaf aims to increase dwell-time and
encourages customers to experience
the furniture before committing
to buy.
© Loaf
24

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25
The community-
connecting app
B&Q joined forces with
Streetbank, an online platform
that connects neighbours over
skills and interests available in a
one-mile radius.
This branded collaboration was
a smart move; people long for
social connections and B&Q has
facilitated a place for them to
connect over food and skills in
their own neighbourhood.
©Streetbank
©Streetbank

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26
A helping hand
As well as educating its customers,
Leroy Merlin gives its skilled-up
community the workspaces and
tools they need to complete
projects, with free hire services.
© Dalziel & Pow

27. Customisation
culture

28. Customersbecomemorecreative–‘Doityourself’
isshiftingfrompurehandiworktoamore
design-focusedprocess.
Fromfurniture‘hacks’to3Dprinting,there’sareal
joyinbeingabletocraftsomethingoneselfinthe
digitalage–brandsshouldtapintothat.
28© Dalziel and Pow 2016 — All rights reserved.

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29
Upcycling becomes
big business
Brands such as Bemz and Mykea
have been created specifically to
help customers customise their
IKEA furniture.
A great idea to help people add
a personal touch to their pieces
and make them shareable on
social media.
© mykea

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30
The power of
3D printing
US retailer Lowe’s recently
introduced in-store and online 3D
printing and scanning services that
enable customers to create small
products like door knobs or light
switches in their desired colours or
shapes.
© Lowe’s

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31
Unleash your
creativity
US lifestyle e-tailer Print All Over
Me launched a digital platform
that lets users overlay its products
(plain homeware and apparel
textiles) with images uploaded
from smartphones, and then add
text, graphic icons and colour-
ways. Creations can be shared on
social channels and purchased
immediately.
© Print all over me

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Virtual decorating
UK department store John Lewis
created a virtual furniture
simulator to assist customers when
buying a sofa.
The tool lets consumers upholster
furniture in the fabric of their
choice and view it before
purchasing.
© Stylus
32

33. DIY
on demand

34. Convenienceiskeyfortoday’stime-strappedconsumers.
Offeringsmartandrelevanton-demandservicesbeyond
justsellingproductisn’tsomethinghomeandDIY
brandsarenotfullyexploitingatthemoment,butthere’s
arealopportunityherefornewformatsandservices.
34© Dalziel and Pow 2016 — All rights reserved.

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“TheUKconsumerisdemandingaverydifferentwayof
shopping—theyexpecttobeabletoshopwhereverand
whenevertheychoose.”
Gillian Drakeford, UK Manager, IKEA

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36
DIY hits the
high street
Topps Tiles has opened city-
centre boutique stores to offer
customers greater convenience.
Bringing the brand closer to the
customer is a smart move that
recognises the desire for
convenient solutions, relevant to
their lifestyle and schedule.
© Topps Tiles

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(Almost) instant
delivery
Using Screwfix’s specialist
website, consumers can check
local availability, order and pay
online, and then collect in store as
little as five minutes later.
© Screwfix Direct Ltd
37

38. Seamless
convergence

39. Customershopbetweenplatformsmultipletimes
oneachshoppingjourney,expectingtobeable
topause,resume,compareandtestbeforemaking
adecision.
Successfulbrandssupportthisjourneywitha
seamlessbrandexperienceacrossmobile,
storesandonline.
39© Dalziel and Pow 2016 — All rights reserved.

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40
Mastering online
experience in store
Made.com’s physical showroom
allows visitors to find out more
about products by scanning QR
codes, playing with miniature
furniture models, and taking home
postcards and fabric samples.
It’s a great example of fusing the
digital and physical shopping
experiences.
© Made.com Design Ltd

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41
AR apps to help
e-commerce flourish
The Littlewoods Home app uses
augmented reality technology to
show a realistic 3D simulation of
how products will fit in shoppers’
homes.
This addresses one of the main
barriers to online shopping for
homewares, reassuring customers
they’re marking the right choice
for their space.
© Cimagine Media Ltd

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Bespoke in-store
digital
Our concept for The White Company
delivers a lifestyle-led retail
experience modelled on a journey
through the home.
Through small-scale projection,
illuminated messages are applied
directly to products, bringing a hint
of technology to a homely store
environment.
© Dalziel & Pow
© Dalziel & Pow
42

43. Knowledge
economy
In-context
inspiration
Create a
community
Customisation
culture
DIY on
demand
Seamless
convergence

44. Let’s talk…
Dalziel&Powisaleading,independentcreativeagencybasedinLondon.
We’reacollaborativeteamofretailexpertsofferingstrategy,designand
innovation.Wedefineimaginativebrandsandcreateengagingexperiences
foraneweraofcustomer,allaroundtheworld.
Tofuelourinsight,wetravelwidely,observe,createandexperiment.Allthis
hasledustoidentifythesixkeythemesthatwebelievewillsignificantly
influencetheDIYandhomeimprovementsectorintheyearstocome:
1/ Knowledge economy
2/ In-context inspiration
3/ Create a community
4/ Customisation culture
5/ DIY on demand
6/ Seamless convergence
Weseeexcitingopportunitiesforourclientsandwouldlovetohearyour
thoughtsanddiscusshowtheseinsightscanbeappliedtoyourbrand.
Getintouchwith
Celine: c.bacconi@dalziel-pow.com
orcall+44 (0)20 7837 7117tostarttheconversation.
Insight Branding
Experience strategyInnovation
Retail design Delivery
5–8 Hardwick Street
London EC1R 4RG
+44 (0)20 7837 7117
dalziel-pow.com