THIS WEEK: Do It All shifts to softer style

Do It All plans to relaunch the brand in the autumn in a bid to corner

the market for decorative ideas in the home.

The move signals a marked shift by the retailer towards the ‘softer’ end

of the DIY market and away from its main rival and market leader, B&Q.

A pounds 1m national press, poster and TV campaign, through GGT, will

break in October - the start of the traditional DIY period. The ads

feature a new style of advertising, and seek to position Do It All as

the expert in bringing home decoration ideas to life. The push for Do It

All, now wholly-owned by Boots after WH Smith sold its share in June,

follows the conversion of all 134 stores into the new Project Focus

format.

Marketing and merchandising director David Clayton Smith said: ‘We are

in a position to talk about our strengths and to give a focus to the

decorative element.’

The ads are in a humorous documentary style and show how Do It All can

help with home projects through a character called Bob.

The retailer is also linking up with Ideal Home magazine to produce a

supplement. Other plans include in-store multimedia terminals, which are

being trialled in the wallpaper and shower departments, and garden

design to distinguish Do It All from Homebase’s strengths in

horticultural projects.

The relaunch follows a trial period of advertising in the Central

region, where shifts in perception, increased footfall and spend were

recorded.

Do It All is pinning hopes for a revival on renewed sector activity. It

claims it has seen an 8.4% rise in sales, although last year losses went

from pounds 6.3m to pounds 10.1m.

This article was first published on Marketing