Case study marki B&Q z brytyjskiego Albumu Superbrands

1. SUPERBRANDS 2009/10
superbrands.uk.com B&Q
B&Q is the largest home improvement and garden centre retailer in the UK, with 331 stores The latest ad campaigns feature ‘B&Qers’ (B&Q
staff) – including plumbing, gardening and
and 33,500 employees. B&Q strives to be the first place people think of when they think of design experts with long trade careers behind
them – talking about their knowledge-base,
home improvement and the only place they need to go. The company is part of Kingfisher plc, how they can help, and their understanding
Europe’s leading home improvement retail group and the third largest in the world. of the challenges customers face.
B&Q is one of just a few organisations to hold The first B&Q One Planet Living Awards are The campaigns are backed by a price
the Carbon Trust Standard and in 2008, was also set to take place during 2009. The awards positioning that aims to set B&Q apart from
awarded chain-of-custody certification for both are open to organisations across the UK and its competitors, with the B&Q price promise
the Forest Stewardship Council (FSC) and Ireland that are working on projects to enhance assuring customers that they won’t find
Programme for the Endorsement of Forest the local community or reduce their impact on a product cheaper elsewhere; if they do,
Certification (PEFC) schemes. the environment. Forty winners will share a B&Q will refund the difference and give the
prize fund of £100,000, with the overall winner customer a further 10 per cent discount
Furthermore, in 2008 B&Q was awarded the receiving £10,000 to help fund its project. on the lower price.
Gallup Great Workplace Award for employee
engagement for a third year – the only UK- Promotion In May 2009 B&Q announced its biggest
based organisation to win the award. With a history of classic advertising featuring price investment campaign to date, knocking
the well-known strapline, ‘You can do it if you £15 million off the price of thousands of
Recent Developments B&Q it’, today B&Q’s promotional campaigns products and launching its first customer
B&Q has revitalised its online store to include focus on two key marketing strengths: privilege card to add further value to the
nextday.diy.com, an exclusive service giving expertise and price. shopping experience.
Achievements customers the opportunity to purchase from
B&Q takes a positive approach to the 12,000 products and have them delivered Brand Values
challenges that social responsibility presents, to their home the next working day. A new B&Q aims to be a company of ‘friendly experts’
and has developed solutions that not only range of furniture is also set to launch online in home and garden improvement, providing
address its environmental and social impact at diy.com. customers with expertise in a helpful, open
but also add value to the business and build and motivating way – as only B&Q people
the brand’s reputation. In-store, an £18 million investment will know how.
provide new and improved kitchen, bathroom
The company’s corporate social responsibility and bedroom showroom ranges over the diy.com
programme is spearheaded by a partnership coming months. A new selection of appliances
Market homemaker, occasional to serious ‘DIYer’, with sustainability charity BioRegional. will also go on sale, including top branded
The UK home improvement sector is worth and trade professional. The company also Launched in 2008, the three-year partnership white goods. Things you didn’t know
£26 billion a year and B&Q is the market leader, offers planning, design and fitting services. will see B&Q move towards becoming a about B&Q
with a 14.8 per cent share. B&Q has annual One Planet Living business, guided by the B&Q will introduce seven new stores during
retail sales of £3.8 billion and an average of B&Q own-brands include leading names such 10 principles of sustainability developed by 2009, including its greenest-ever venture
three million customers every week (Source: as Cooke & Lewis (bathrooms and kitchens), BioRegional and WWF . which opened its doors in February. The store, B&Q has featured in the Where
Kingfisher plc Annual Report 2008/09). Colours (interior décor), Performance Power in New Malden, is anticipated to have half the Women Want to Work Top 50 listing
(tools) and entry-level brand, B&Q Value. According to BioRegional, B&Q has made carbon footprint of equivalent sized B&Q sites in The Times for three years.
Key competitors include home improvement ‘huge progress’ in the past twelve months and carries the company’s biggest range of
retailers such as Homebase, Wickes and Focus The company has recently launched with achievements including an almost One Planet Home products. In February 2009, B&Q sold one million
DIY, garden centre retailers such as Wyevale, One Planet Home, a range of 4,000 eco 50 per cent reduction in waste sent to landfill rolls of loft insulation for £1 each.
and general retailers such as John Lewis, products that help customers reduce their (two-year figure); a reduction in emissions The promotion will save 12,000 tonnes
Marks & Spencer and Tesco. environmental impact. Products include from distribution, home deliveries and car of CO2 every year, which is equivalent
insulation, water saving showerheads, peat- travel; a 10 per cent reduction in water usage to taking 4,800 cars off the road.
Product free compost, water butts, clothes lines, LED (two-year figure); a seven per cent reduction in
B&Q offers more than 40,000 home Christmas lights, energy saving light bulbs fuel usage by retail logistics; and a 65 per cent In a May bank holiday weekend,
improvement and garden products for the and minimal VOC paint. reduction in the number of plastic bags used. B&Q sells some 25 million plants,
half a million bags of compost, 30,000
1969 1982 1990s 2001 2002 2004 2006 2007 2009 screwdrivers, 200,000 paint brushes,
15,000 ‘relaxer’ chairs and 100,000
Richard Block and FW Woolworth acquires B&Q begins to move Towards the end of the 1990s, B&Q launches B&Q opens its B&Q announces a four-year B&Q launches an B&Q relaunches its B&Q begins a one-year
litres of decking stain.
David Quayle found B&Q before a takeover away from its depot acquisitions and mergers include diy.com and opens first store in the partnership with the British energy efficiency decorative brand, sponsorship of 4homes,
B&Q and open the first by Paternoster (later format, opening its first NOMI (Poland’s leading DIY its largest ever Republic of Ireland. Olympic Association to campaign to encourage Colours, with a Channel 4’s property
B&Q is 40 years old in 2009; the
store in Southampton. known as Kingfisher). B&Q Warehouse in retailer), Castorama (the French store; the Yangpu The following year sponsor Team GB. In 2005, its customers to make new range of portfolio, and opens its
company started with one store
Ten years later the A period of growth 1995, in Aberdeen. The number one), and Dickens and store is B&Q’s third its 100th B&Q it sponsors solo around- improvements around paints, wallpapers, most environmentally
called Block & Quayle in Southampton
company goes public sees B&Q operating following year its first Screwfix (the UK’s largest store in Shanghai Warehouse opens the-world sailor, Ellen the home to save curtains and soft friendly store in New
and has 26 stores. 155 stores by 1984. store in Taiwan opens. hardware mail order business). and fourth in China. in Northern Ireland. MacArthur. energy – and money. furnishings. Malden, London.
in 1969.