Consolidating Brand Equity
With a pedigree in paint spanning over 2 centuries, Crown Paints had continually developed a range of professionally focused products that could offer a complete solution for any painting and decorating project.
From high-quality paints and masonry coatings to wood care solutions and more, the Crown Paints Professional brand family includes some of the leading names in the painting and decorating industry such as Sandtex, Sadolin and Macpherson.
Over the years, whilst each brand had naturally developed a strong identity and reputation, they had all accumulated individual silos of data and brand assets, dispersed across the global business. However, the brands had shared commonality amongst their target professional customer base; largely A&D, specifiers and applicators, presenting a real opportunity to consolidate and strengthen Crown’s Professional brand proposition.
Realising this potential, we initiated and delivered a strategy to build a single digital destination for their professional brands that would outperform their competitors in functionality and CX; delivering a strong confident proposition to the core audience with clarity, purpose and value.
Consolidation of not only brand and product assets, but also specification and project tools, knowledge, stockists and inspiration would deliver obvious benefits for both Crown and their professional target audience but the first step was to address the dispersed and disparate data.
We consulted on an internal “paint bible” database that would consolidate the data, feed the website and for the first time enable complex functionality linking every product to every colour. This could then be applied to multiple projects in a customer account.
As a single point of truth, the database is now used throughout the business and contains the product, colour and stockist inter-relationship; including dynamic technical datasheets.
“Our extensive research told us that customers are increasingly time poor and need access to materials such as technical data, colour samples and inspiring content quickly and easily online, supported by digital tools that help to make their jobs easier.”
For the first time, the new website enables customers to explore the Crown Paints Professional brand family and products all in one place, utilise digital tools and services tailored specifically to their needs, as well as engage with a whole host of other online content that helps them to feel inspired, get creative and improve their technical and product knowledge.
Bringing together Crown’s full range of colour services for the first time, the platform also enables professionals to build projects and purpose-designed specifications with the option to create and download colour schemes and palettes, as well as order PurePaint® Samples and Crown Paints Fandecks.
“Crown Paints Professional is a major step forward for us as a brand, providing more clarity around our product portfolio and offering a single port of call for professionals in a crowded market place. Initial feedback from customers has been very positive, with people praising the improved specification journey and highlighting how easy the site is to use, with areas such as the knowledge hub, specification tool, sustainability and colour services proving especially popular.”
The platform has given Crown Paints a tool to build upon as professional customer habits and demands shift quickly in an ever digital world.
Sarah Lundy, Digital Strategy Director at Workhouse, added: “It’s been incredibly exciting to work with Crown on this monumental digital project over the past 12 months. The Crown Paints Professional website marks a real step forward for the business, not only by bringing all of the trade brands together for the first time, but also by introducing digital tools and services that put them ahead of the competition.”
“More than just a website, the Crown Paints Professional platform will act as a one-stop destination for all professional customers, supporting them on projects from start to finish, making their jobs easier and ultimately helping them to save time and money.”
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