RANGE REVIEW: HARDWARE & TOOLS


TOOLING UP FOR


2020


DK Tools was established approximately 30 years ago as a market stall and the company is still a family run business with the same underpinning values, purpose and vision. Here, DIY Week looks at how the company has grown and what it offers its customers today.


DK Tools manufactures and supplies both powered and non- powered tools for the DIY and home improvement sector. Its business- to-business (B2B)


N


Product SKUs DK Tools


routes-to-market


are through wholesale, retail and distribution channels.


stocks around 2,000


product SKUs, covering about 60 core DIY categories for the home, garage and garden environments. Unlike some of its competitors, it still has a dedicated regional sales team covering the UK and Ireland. Its sales managers can assist with range reviews, planogramming and merchandising, as well as, implementation of POS and signage. Amtech is a DK Tools brand


and the visual identity across all offline and online touch points was refreshed and rebranded in 2016, with the aim of making the brand more consumer-friendly. This insight-driven approach positioned Amtech as an industry first disrupter, as it was actively bridging the generational skills gap in the DIY market. Part


of the Amtech value


proposition includes a dedicated consumer website (amtechdiy.com), where end-users can ask product and/or task related questions and


www.diyweek.net


ow operating out of two warehouse units in Middlesex, with good access to the M25, M1 and M40 motorways,


as a value-add, DK can also create personalised videos in-house, which it then posts on the site and its YouTube channel. This helps with extending the company’s


social


footprint, as well as, educating its target demographics.


Marketing strategy One of DK Tools’ growth targets is to make its products readily available across both independents and nationals, so that it can extend its retail footprint, whilst investing in brand awareness


campaigns


across both business and consumer channels, in order to stimulate demand. It regularly evaluates industry insights and consumer behaviour, so that it can identify category growth opportunities for its business-to- business customers, as this adds value both long and short term. The company’s marketing goal is


to create a seamless omnichannel brand experience across both offline and online touch points, with the objective of delivering a content- rich customer experience (CX) across both B2B and B2C audiences. It’s worth noting that all of its design and creative is cost effectively managed


in-house,


including packaging, copywriting, advertising, POS and consumer video tutorials. DK Tools launched its first ever TV campaign in February this year, which was featured on the Home and More4 channel networks. The DK Tools YouTube channel


17.4 % 25 % 30.1 YOUTUBE VIDEO VIEWS BY DEMOGRAPHIC 4.6 12 11


18-24 years - 11.0% 25-34 years - 30.1% 35-44 years - 25.0% 45-54 years - 17.4% 55-64 years - 12.0% 65+ years - 4.6%


Gender:


Male - 68.9% Female - 31.1%


Highest number of video views: 56k


Exclusive news…


Following a successful showing at this year’s Spring Fair, the Amtech brand also attracted interest from The Telegraph Business Club, who was present at the


show.


Following research into the brand and the business strategy behind it, The Telegraph approached DK Tools with a view to making a film about the company, as well as, the strategic levers that resulted in creating the Amtech brand and product proposition, through the use of key insights. The video will


be launched shortly. DK Tools will also be exhibiting at Spring Fair 2020 in the ‘Everyday’ sector on stand 9H51.


has reached over 1,000 subscribers and its end-user video tutorials are viewed globally (31 per cent in North America) by its target


demographics of millennials or ‘generation rent’. The YouTube video views by demographic are made up as follows:


For more information, contact DK Tools on 01895 435556 or visit the company’s websites at dktools.com or amtechdiy.com


08 NOVEMBER 2019 DIY WEEK 15


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