How have home

improvement consumer
needs and attitudes
evolved during COVID?

… and what B&Q CMI can do about it.

What has changed for consumers?
Most aspects of people’s lives have changed, one way or another.
Some are likely to stick post COVID, others will return to a “new normal”

Resources Living Space Emotions

Agile: Working remotely Comfort: Decoration & lighting Enabled: Digitalization & Connectivity
Caring: More family time Functionality: Space allocation Mindful: Sustainability & Wellbeing
Efficient: Power, heating, autom. Confident: Crafting & DIY

Vulnerable: Living costs Constraint: Cost of materials Impatient: high expectations

Restricted: Socializing Confined: Limited living and Insecure: Hygiene
storage space Uncertain: price vs. quality

To win with consumers, B&Q has to stand out in helping them transition to the “new normal”: manage
resources (price & promo), manage space (range relevance), manage emotions (solutions, fulfilment)
The home has irreversibly changed its character
The pandemic has redefined the home in a short time, but with a long term impact
on its dweller’s future needs and behaviors
Form <<< Core Role >>> Function

CMI needs to help B&Q understand how the home has changed (sanctuary, security), how it is likely to
change (hybridization, simplification) in the future based on shopper’s sentiments and aspirations
around comfort, function and efficiency.
Measuring consumer changes
Consumer needs, expectations and behaviors are constantly shifting, calling for
increased real-time monitoring around the moment of truth
Demographics
Who are they? (gen XYZ, gender)
How do they live? (home type, HH size,
income)
Experience Needs
How satisfied/loyal are they? Traffic, NPS, What do they want? (fix, improve, build)
feedback, churn SEO, survey, focus-groups, interviews
How effective is our app? CX, PD

Solutions Triggers
How do they buy? (assisted/self- Why do they buy? (seasonal/impulse)
service) Survey, study Panel data, media monitoring
Where do they buy? (online/offline)
POS, Study Standards/Lifestyle
How do they pay? What do they value? (quality/price)
(credit, debit) Study Surveys, product feedback, influencers
What do they buy? (brands, OEB)
Panel, POS
How do they live/work/play?
CMI needs to help B&Q develop clear short-, medium- and long-term views at each step of the shopper
flywheel, develop a binding framework (HOTF), ways to measure past performance (we know we know)
and future potential/opportunity (we don’t know we don’t know), and enable action (simplification).
Engagement & Driving Action
Insights should inspire bold strategies and enable effective tactical decisions
Who (cares)? Stakeholders Why (care)? Need
• Operations – delight & retain customers • Proactive: Push
• Brand – nudge & acquire customers • Reactive: Pull
• Finance – make sustainable investments What (matters)? Purpose
• Enable: Live data
• Assist: KCR
• Inspire: HOTF, BIC

How? Adapt time/cost/quality.

1. Plan
• Identify/clarify scope
Where/when (it’s available)? • Select data/vendors
Self-serve, periodical reports,
workshops, insights library 3. Check
Deliver in person / online. • UAT
• Finetune insights
2. Do
• Define priorities
• Data analytics
• Generate insights
4. Act
• Delivery
• Implementation

CMI has to help B&Q shift its focus from hitting targets no one can hit (lowest price, broadest range), to
hitting targets no one can see (relevance, versatility). To do this, it has to cater to both the strategic and
operational level.
Thank you!
 Three major HI shopping missions clusters
The inherent needs should be addressed with appropriate solutions,
supported by a solid capability mix
Fix Improve Build
Consumer
needs
Tutorials & Inspiration YT tutorials Influencers Innovation
B&Q Solutions

Product Details Popularity Features & benefits Instruction manuals

Purchase Experience In-store advice Inspiration Xcategory
Fulfilment Rapid delivery Click and collect Bulk delivery
Repair & Maintenance Design & instructions Warranty Durability

Capability
needs
Relevance Affordability Availability
CMI needs to support B&Q in uncovering opportunities to consolidate three underpinning capabilities
with the goal of consolidate its customer loyalty and answer their needs.