DIY WEEK AWARDS 2022 WINNERS 2018


Retailer Support & Marketing Initiative Award STV International


Pest control is a highly profitable subcategory of the DIY, garden and hardware sectors. This category drives reliable year-round footfall into stores. In January and February over 50% of all in-store visits to the gardening aisles can be to find a suitable DIY pest control solution. This importance has increased in line with the growth in time spent enjoying home and garden activities and DIY projects of the last two years. Through attractive and ergonomic merchandising, The Big Cheese Pest Control – Problem Solved merchandising solution, efficiently guides consumers to the correct pest solution both in-store and online. STV has also invested over £40k in a new generation of ‘Problem solved’ videos, that can be accessed by on-pack QR codes. These videos explain how, why, and where each product should be used. Having easy access to these videos adds to a greatly enhanced consumer experience, that eradicates any doubt about the correct product to buy and how to use it. Innovative in-store POS helps to guide and inform consumer choice. The digital ‘Pest Selector’ which is available at the touch of a phone gives expert support and a solution in three clicks. The – The Big Cheese – Problem Solved stand’s in-store and online solutions provide all available methods of DIY pest control, including poison free and non-lethal methods. STV’s new B2C Website – The Big Cheese Webstore – allows customers to win their local share of the online market. This digital merchandising solution allows consumers to access STV’s full range of solutions online and it does so in a fun and effective manner. For the 2022 season, STV set out to create and deliver a fully interactive and dynamic in-store and online DIY pest control solution for our customers that not only supports their in-store sales, but also helps them win their share of online sales.


Digital Innovation Award


Evergreen Garden Care Evergreen Garden Care launched the Online Training Academy as part of our Trade Website offering in 2021. This free resource is available for all retailers who stock Evergreen products and the aim was to collate all our trade resources into an easily accessible location: www. evergreentrade.co.uk. The Trade Website offers a one-stop shop with a comprehensive library


of product assets and information suitable for using on retailer websites and for point of sale in-store. Within the Evergreen Trade Website, retail staff can also access the


Evergreen Academy to help them grow their gardening knowledge and confidently sell to consumers any products within the compost, lawn care, plant care, weed control, plant protection, and home pest control categories. There is even a module on how to setup the perfect store, demonstrating the impact a perfect fixture and point of sale can have on increasing overall sales. The Academy contains over five hours of video content, 23 infographics and 17 product animations, and every season is updated with new content to ensure staff are engaged and return on a regular basis. The videos are short, getting across the key information whilst being easily accessible for store staff to drop in and out during their busy working days. Once each module is completed, staff can check their understanding by taking a quiz, where they can earn training certificates supporting


S8 DIY WEEK JUNE 2022


their continuous learning. These can be shared with their managers. Leader boards are available to track individual and store performance, encouraging team or inter-store competition. Store managers can easily set up their Garden Care team to make the most out of this service – completely free. To date, 4.5k videos have been watched with the top scorer completing 61 modules with a score of 1,642! The goal is to become the most useful tool for retailers, so we are working to increase the total number of people accessing the site and understand their needs – such as offering to tailor the modules they can access if required, or incorporating into their existing training schemes. Tricky questions can throw even the most experienced garden centre employee, and so the Evergreen Academy is here to offer answers; with so many new gardeners post-lockdown, there are millions of new customers walking into stores each day looking for advice. If staff are confident, well-trained and prepared to give gardeners success then they are more likely to make the sale – and encourage them to come back.


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Pest control, by its nature, is a distressed, non-repeat purchase that often customers have little or no experience of buying. They also aren’t always keen on discussing these issues in-store, so it is vitally important that these goods are merchandised as clearly as possible. In summary, this new generation merchandising stand and The Big Cheese Webstore: • Clearly set out in store DIY Pest Control solutions in an innovative, visually impactful way, that also, for the first time, gives clear on-shelf guidance on Non-Lethal resolutions. • Provides an in-store digital pest finder so that customers can be guided to the most suitable pest control solution on their phone in only three clicks. • Sets customers up with their own bespoke webstore that allows them to gain and retain a share of the local website traffic.


FINALISTS:


STV International – Winner Evergreen Garden Care Home Hardware Southwest Suki International Charles Bentley & Son

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