Enjoy Digital has partnered with Valspar, a subsidiary of the world’s biggest paint manufacturer, Sherwin-Williams, to enhance its digital offering and capitalise on changing retail trends, as consumers continue to demand more from brands online.
Enjoy Digital, who picked up Prolific North’s Large Digital Agency of the Year gong at last month’s Champion’s Awards, brushed-up Valspar’s website which now offers a simpler, slicker and more seamless user-experience praised by the paint brand, its partners and customers.
To raise brand awareness, drive traffic and conversions on the website, Enjoy Digital supported the website launch with an omni-channel activation, including organic and paid search, social, programmatic advertising and PR.
As a result, Valspar has seen a 105 per cent YOY increase in sales revenue and a 66 per cent YOY increase in website conversions. Enjoy Digital also contributed to a 54 per cent YOY increase in paid conversions for Valspar as well as 23 per cent YOY increase in website sessions and 35 per cent YOY increase in website users.
The highlight of the project is the Valspar Virtual Assistant. Accessible online or in-store (via QR code), the Valspar Virtual Assistant is a digital application designed to guide customer purchase decisions, offering interactive tools, such as a colour visualiser, coverage calculator, photo uploaders and informative videos.
Following a turbulent lockdown for retailers, DIY brands saw a huge spike in sales and the trend continued as consumers found themselves completing more DIY tasks than ever before.
Valspar’s USP is that its state-of-the-art colour matching technology can create any colour the eye can see. While this unique offering is appealing to potential customers, it becomes more complex when shopping online; presenting a paradox of choice which can hinder the decision-making process. So a hybrid approach, merging the physical and digital experiences was the clear solution.
Combining in-store market research — including on-to-one interviews with territory managers — with a comprehensive digital analysis, Enjoy Digital identified trends, barriers and pitfalls in the user journey. Following this, they introduced a fresh design concept and simplified the user interface while streamlining customer purchase paths.
Consumers were calling-out for inspirational digital experiences so Enjoy Digital also developed a suite of fresh features and functionality, including colour trends, which presents the most popular Valspar collections, plus a lookbook which pulls together the latest user-generated content from social media channels and the wider web.
The Virtual Assistant tool allows customers to explore over 2,000 pre-selected colours in real time, providing helpful recommendations based on their preferences. Alternatively, the built-in colour match tool lets customers upload their own images to mix the perfect colour to match their existing decor.
With expert advice on how best to use each colour in a room or space with suggested colour palettes, as well as product recommendations and inspiration for future projects, the Virtual Assistant is the ideal companion for any budding home renovator and also provides detailed information about each product and encourages customers to order colour chips or paint sample pots directly within the tool’s interface.
Tobie Lewis, head of marketing at Valspar, said: “Thanks to Enjoy Digital for transforming our ambitious vision for the Valspar website into reality. We’re very proud of our new digital experience. It’s received a lot of positive feedback from our customers, and it’s delivered some fantastic results too.”
Si Muddell, growth director at Enjoy Digital, addeed: “We’re extremely proud of the work on the Valspar project. The power of a sleek and seamless digital experience cannot be understated, as seen by the impressive results, which we hope to continue improving upon.”
