Dulux needed to create a seamless, consumer-centric experience that enhances the decorating journey and drives engagement in the in-store environment. The key partner, Woodies, a critical interior colour account, approached Dulux to innovate and elevate their in-store experience. As a brand leader, Dulux recognised the opportunity to strengthen its position in the category and redefine differentiation beyond price alone. To achieve this, drawinginc were tasked with developing a holistic solution that aligns with consumer needs, Woodies’ vision of being a world-class DIY retailer, and Dulux’s strategic objectives. The solution must address three core areas: THE SOLUTION 1. IGNITE & INSPIRE Objective: Engage and invite shoppers into the category. Recognising that shoppers are at different stages of their journey, the entrance point must serve as a visually striking beacon to attract and “pull” them into the space. Drawinginc proposed creating a dynamic entrance feature that combines visual storytelling with vibrant, attention-grabbing displays. This could include interactive digital screens showcasing inspirational home transformations and project ideas using Dulux colours. The design should foster a sense of curiosity and creativity, making the category feel approachable and aspirational. 2. VISUALISATION OF COLOUR Objective: Enable shoppers to visualise their chosen colours and trial them in-store. Research confirms that visualising paint colours and trialling options is critical to the shopper journey. Drawinginc recommended: Real Colour Displays: Install physical swatches and painted boards to showcase true-to-life paint finishes. In-Store Colour Testing Stations: Provide tools such as peel-and-stick samples, brush-on testers, or interactive screens that allow shoppers to see their selected colours applied in virtual room settings. Take-Home Sampling Support: Offer at-home trial options through convenient packaging of testers and detailed guidance to ensure continuity between the in-store and at-home experience. 3. PRODUCT/PLANNING Objective: Educate shoppers on product functionality and guide them through the planning process. Once shoppers refine their colour choices, the solution must simplify the planning and purchasing process. Drawinginc suggested: Interactive Product Guides: Install intuitive displays or digital touchpoints that educate shoppers on room-specific requirements, finishes, and paint volumes. Project Bundling: Showcase “complete project kits” that include all essential tools (e.g., brushes, rollers, primers) alongside paint selections to remove complexity and enhance convenience. Step-by-Step Planning Aids: Provide visual aids and digital calculators that help shoppers estimate the paint quantity needed and guide them through the project journey from start to finish. NEXT STEPS: Collaborate with the Dulux and Woodies teams to refine proposed solutions based on test store feedback. Implement pilot installations in select stores, measure shopper engagement, and optimise based on insights.