Wickes: The Recession Buster
Wickes customers were particularly diverse: tradesmen, serious DIYers and female specifiers of new kitchens and bathrooms. The trade business was hit hard by the recession, but people still wanted to invest in their homes, even if it meant doing it themselves (DIY). Wickes wanted to expand their communications strategy to reach this broader audience, delivering brand fame quickly and taking advantage of this DIY trend. The ‘It’s got our name on it’ campaign positioned the choice of good quality tools and materials as an integral part of a ‘job well done’ in order to emotionally engage with all its customers. The change in strategy generated incremental sales of £62m in just nine months and a payback of £3.38 for every £1 spent.