UK paint brand Dulux has launched an affordable online interior design consultation service – Amazing Space – in a bid to ingratiate itself further still into the hearts and minds of amateur DIY enthusiasts.
Conceived by London-based marketing agency MRM Meteorite, the service is designed to give users an experience tailored to their project, tastes and budget – steered by Dulux design experts (professional interior designers).
A basic questionnaire determines room specifications and budget. Users then share their personal mood boards, including those made on social scrapbooking site Pinterest, and respond to boards created by the experts. This is followed by an in-depth, 30-minute video consultation to assess initial creative proposals. Finally, two days later, the expert delivers an online personalised style guide outlining the project.
Once the client has given their blessing, users receive full plans and an interactive shopping list. Dulux has partnered with British brands John Lewis, Made.com, Dunelm and Graham and Green to offer room transformations at a variety of price points.
With consultations starting at an affordable £75 ($113) per room, the concept targets half of British homeowners who state they would like to get interior design advice, but assume it is too expensive (Fly Research, 2015).
For more on the value of retail initiatives using beyond-product lifestyle services to extend brand ethos, see Edutainment Retail, The Rise of Edutainment, and the section Brands as Enablers in Inconspicuous Consumption, part of our Austerity Opportunity Macro Trend. For more on retailing homeware via digital, and customisation-focused tools, see Interiors Retailing Online and Modern Bathrooms: Holistic Spaces.