RANGE REVIEW: DECORATING


centres. Kingfisher CEO Véronique Laury says of GoodHome: “We started three years ago, and we have undertaken in-depth research to get knowledge on home improvement and customer needs. By doing this, we found that people are improving their homes with the same purpose – they want a home that is good to live in. However, this study also revealed that most improvement projects are abandoned either before they begin or before they are finished. It may be lack of inspiration, too much complexity, not enough skill, time or money. Whatever the problem is, there are often too many barriers to create a good home.”


Included in the launch is a new range of paints, of which a Kingfisher spokesperson explains: “GoodHome Paint is a new range of paints available in several different formulations making it perfect for any project. The curated range consists


of 80 different


colours which are made up of the most popular shades from across Europe, from brave beige to terracotta army. Our water-based formulation means


the paint is


low odour and easily cleaned from brushes, with all kitchen, bathroom and durable ranges easily washable and scrub-able. Explaining how the retailer


has given the traditional element a digital tsjuz, the spokesperson adds: “We’ve


introduced for


digital tools to make the process simpler


customers and give


them confidence in whatever home improvement project they’re working on.”


Kingfisher launched Valspar


colour-matching technology in stores across the country, which will create paint in any colour that the eye can see – a whopping 2.2million


different hues. new


using technological developments to enhance the customer and trade professional experience. Dulux Trade has launched a colour


sensor, which allows decorators to match the colour of multiple surfaces to Dulux Trade paint on the job. The device is an approximate size of a 50 pence piece and weighs only 17 grams, which Dulux say will instil confidence for professionals to make colour recommendations on the spot. The colour sensor works by scanning for the desired colour – whether it be a favourite item of clothing, a cushion, or a picture of a sunset in a magazine - and showing the closest Dulux Trade paint match via Bluetooth on the Dulux Trade Colour Sensor app that can be downloaded free to a phone or tablet. Marina Poza-Alvarez, Dulux’s brand manager responsible for colour, says: “As for many other industries, the digital world is here to stay and at Dulux we want to lead the way with simple and quality propositions, this is just one of many initiatives and we are very excited about this launch and others to come. “Colour has


traditionally been


the topic that decorators may not want to spend too much time talking about. At Dulux we want to talk about colour, we want colour to inspire people’s lives, the colour sensor just helps us to create more and better conversations, so that everybody involved gets what they need quickly and easily.”


In a world where customers are continuously offered convenience and live extremely fast-paced lives, in can be difficult to keep up the pace with all the technology trends that are emerging. Marina laughs: “sometimes it is not practical to take a wall or your favourite sofa to a store, is it? That is why we are bringing colour matching closer to our customers’ homes.”


Projects not products Homebase however, amongst its busy turnaround stage which is seeing store closures, rent reductions and re-introduction of concessions and popular ranges, believe sticking to the traditional method of face-to- face interaction always provides the best results.


Homebase paint buyer, Jason


Hines explains: “The Decorating Hub is all about making it easier for customers to shop. It also houses the Dulux Mix Lab which means our customers can pick a colour, choose a function, select a finish, and mix it up to create a tailored shade. All supported by our trained team members who can help customers to make key decorative decisions, from preparation through to the perfect colour and finish.” Jason


thinks that although


“technology is clearly making its way into the decorating market”, customers still


appreciate


interaction with team members, and the Homebase team are “keen to make their experience as human as possible.”


He continues: “Visiting a Decorating Hub takes away our customers’ concern that something may not turn out the way they had imagined. By explaining their projects to one of our in-store team members, and having the chance to share the imagery or examples which


have believe inspired that the them,


customers will see the end product faster than they may have alone.” “We


future


of decorating is a ‘projects, not products’ mentality,” Jason says. “Historically, our


customers


were typically on the hunt for a certain colour for a certain wall. Now we’re seeing customers take a more inspirational approach, whereby they fall


in love with


entire room sets on social media or in magazines, and then want to replicate this in their own homes. This quickly becomes a project which can be made easier and quicker when shopping at Homebase.”


Customers are definitely turning to anything


that can


make decorating quick and easy. “They are project minded and take pleasure from seeing the decorating go from end to end without too much fuss or difficulty,” Jason confirms. And although we do in fact live in a digital world, and definitely should be moving with the times as modern technology enhances our daily lives, it seems every day people still can’t help but fall in love with good old fashioned human interaction.


It


promises on its website “from wallpaper to fabric, your favourite flowers to your children’s toys, if you can bring in a sample, our team will match the colour.” Not


only has Kingfisher


introduced this colour-matching service but it has offered a virtual example of what certain kitchen units and tiles will look like in the customer’s home. Speaking at the GoodHome launch a spokesperson for the company says: “You can change the wall tiling, and you can change the floor tiling. So in five/ten minutes you will be able to design a quick snapshot of what your kitchen will look like.”


Bring the colour to the customer Kingfisher is not the only business that has figured out the benefits of


www.diyweek.net 09 AUGUST 2019 DIY WEEK 13


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