Dulux PaintPod Sales Success
Dulux (ICI AkzoNobel) increased paint sales in the UK by introducing the innovative Dulux PaintPod Roller System developed by Cambridge Design Partnership.
Cambridge Design Partnership announce that ICI AkzoNobel’s Dulux PaintPod has been a major success for the Dulux brand. According to ICI AkzoNobel, sales within the cost sensitive DIY sector have increased, despite a downturn in consumer spending throughout 2008.
Alex Dharmawan, Innovation Manager, ICI AkzoNobel said “The Dulux PaintPod was launched into the UK market in May 2008 and the unit [PaintPod] alone has already generated an incremental £5m+ in retail sales value for the DIY category. The compelling consumer benefits of PaintPod have encouraged both new consumers to enter the market and existing DIY’ers to trade up, generating PaintPod emulsion [paint] retail sales of £4m+. Key retailers have been equally excited and supportive of the innovation, with B&Q using PaintPod as a central footfall driver within their communications plan during key trading periods.”
Mike Cane, Director and Founder of Cambridge Design Partnership (CDP) said: “We are naturally delighted for ICI AkzoNobel that their Dulux PaintPod has been such a success. Generating nearly £10 million in sales in the UK market since launch earlier this year is a real achievement. We look forward to hearing of further successes as the product is launched in other markets.
CDP worked closely with the ICI marketing team at all stages of the design, development and production of the Dulux PaintPod. With research focus groups, ethnographic observation and repeated concept testing with customers, we incorporated the feedback, insights and results into the final result. We created several patented innovations and pioneered a unique self-cleaning system. The unit design built up a clear Dulux brand in a first durable product of its kind for the brand.
The strong demand from consumers demonstrates that a quality brand such as Dulux, itself the result of countless years of innovation by ICI, can become the basis for further product innovation. However, developments in paint technology alone can only go so far to meet customer’s needs and ICI AkzoNobel have recognised that creating systems that combine innovate durables with consumables enables new ways to deliver additional value to customers. This approach allowed us to conceive of PaintPod and a range of add-on products designed to make it faster, easier and cleaner to decorate your home.”
The innovation behind the PaintPod has been recently recognised by the UK’s public. T3, the Gadget Magazine has just published its list of the “Greatest Gadgets of 2008” taken from a survey of 54,000 of its readers, with the PaintPod being a runner-up in their “Innovation of the Year” as well as runner up in “Home Gadget of the Year”.
Commenting on the strong sales, Mike Cane also said:
“The high sales volumes of the PaintPod have been achieved in a very short period of time, because consumers trust the Dulux brand. They were therefore quick to accept this new technology, even though their spending in other areas has plummeted in 2008. This is a very compelling example of how a valuable consumer brand can become the foundation for further innovation, which itself then enhances the value of the brand and drives sales of core products – even during times of economic uncertainty.”
Mr Cane declined to give specific details on the return on investment that ICI AkzoNobel anticipate making from their outlay in this innovation programme, but did say that it would be “very significant and over a very short period of time.”
Dulux and PaintPod are trademarks of ICI AkzoNobel.
