Building brand love with personalized color consultations, in-store and online, with a +60 NPS improvement from pre- to post- brand experience.
Building brand love with personalized color consultations, in-store and online, with a +60 NPS improvement from pre- to post- brand experience.
Founded in 1950, Fleetwood Paints is a leading manufacturer and distributor of paints and painting accessories in the UK and Ireland. The company headquarters is located in Virginia, Co. Cavan, and their products are sold through a network of 250 retail partners as well as to wholesale and trade customers.
Since 2010, Fleetwood has been partnering with celebrity brand ambassadors and interior designers to educate customers and retail partners on how to choose colors for interior decorating projects. These ambassadors offer in-store consultations as well as online guidance via Instagram Live.
While these consultations have been well received, the operational side of creating, marketing, and registering were laborious tasks, and the Fleetwood team had limited insight into how much of an impact they made on customers. That’s why Fleetwood partnered with AnyRoad in 2021 to streamline the appointment process, scale their omnichannel presence, and glean more insights. These insights in turn were used to create more competitive and impactful experiences, aimed to increase sales and foot traffic into their retail partners’ stores.
The Fleetwood team knew they had a strong brand presence in Ireland and had extensive market reach via their retail partners. However, they struggled to compete with other vendors that offered online registration and classes, and struggled to learn more about their overall customer and their purchase behavior.
Fleetwood had four key objectives that needed to be addressed:
AnyRoad and Fleetwood worked together quickly to deploy AnyRoad Experience Manager and AnyRoad AtHome. Implementation was easy and only required a web developer to add the AnyRoad plugin to the site, while business users were able to make additional configurations without IT support. Within two weeks, Fleetwood was already able to:
A dedicated account manager and AnyRoad’s 24/7 support team ensured the experiences went smoothly, while the two omnichannel approaches maximized the reach of the program and the team’s ability to generate meaningful consumer insights.
Fleetwood Paints’ new online and in-person approach had an immediate impact on team efficiency, customer engagement, and ROI. By eliminating unnecessary communication between Fleetwood and the guest, a booking that once took 30 minutes to schedule and confirm now takes less than two minutes to secure. The feedback received post-experience allowed Fleetwood to optimize and refine the experiences for maximum impressions.
Fleetwood Paints was able to learn over 60% of their customers prefer consultation bookings to be in the morning, allowing Fleetwood to adjust their consultation schedules accordingly. Through feedback analysis, Fleetwood learned that their designers are their #1 driver of brand conversion, proving ROI and validating increased budget for designers to lead more consultations. Fleetwood continues to grow their community with their streamlined consultation process. They are also able to surface insights from their brand experiences and iterate to create impactful and competitive experiences for their customers.
Notably, the program saw:
“We were impressed with how quickly the AnyRoad team got the consultations up and running. Within two weeks, we started receiving bookings and generating insights from the program.”
Derek Byrne, Head of Marketing, Fleetwood Paints
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