Challenge 

“Do-It-Yourselfers” tend to buy paint as part of everything else they need while shopping at Big Box retailers like Home Depot and Lowes. The goal was to drive brand preference for Sherwin Williams paint earlier in the cycle and transform Sherwin Williams from a bricks and mortar retailer to an omni-channel retailer.

Solution 

The human insight we uncovered was that DIY”s become overwhelmed and lack color confidence to kick off and complete their projects. A suite of mobile tools were built to guide DIY’s and their projects to success and completion.

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Sherwin moved from being a paint provider to a color and design inspiration and enablement omni-channel partner.

Developed a comprehensive suite of digital tools to help B2B and B2C prospects and customers meet their project goals.

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Elements included Sherwin Williams BOPIS retail strategy, social strategy, content strategy and creation, in-store color system branding, brand app and Pinterest integration.

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Impact

As digital AOR, company growth more than doubled with more than 52 percent of tool users making a purchase within two weeks. Brand preference improved, as a result of the evolving digital strategy, including social and omni-channel retail.