GDR NRF Newsletter June 2018

Rockler Woodworking’s flagship features a craftsmanship classroom where customers can observe and learn

Rockler Woodworking and Hardware has built a large, glass-walled room at the center of its flagship store, in Minnesota, where customers can take woodwork classes and learn how to select the right tools for their DIY jobs.

Rockler employees run the free, 90-minute classes themselves during quiet periods in the week and on weekends. Customers can learn how to make a variety of items, such as wooden fruit bowls or wine bottle stoppers, and there are even separate classes for children.

Competitors such as The Home Depot are built for speed, whereas our conversations with customers can last up to an hour, said Mike Dugan, vice president and general manager of retail operations at Rockler, which currently has 29 stores across 21 states.

The demonstration area has individual work stations, so customers can get involved. There are further demonstration bays dotted across the store that include bleachers for observers, as well as 10 video work stations. The whole environment is designed to be inclusive.

“We’ve created a bright, inviting retail space that makes every customer whatever their level of experience comfortable, informed and engaged,” said Derek Sussner, president of Sussner Design Co, which designed the refit of the 1,022-square-meter store. The 7 x 7-meter glass room is the real feature of the space, successfully inspiring Rockler’s customers with new project ideas all the time.

Swedish retailer project-manages millennials’ DIY renovations

Don För Person is a DIY concept in Stockholm that caters to millennial urbanites who lack the tools or know-how to undertake their own projects.

The brand takes a collaborative approach to DIY. Customers are encouraged to visit the store with pictures of the room or area they are looking to renovate or decorate. Staff will then discuss their project with them and make recommendations about the best way to achieve what they want.

Tools are available to rent by the day and, for those particularly lacking in confidence or undertaking difficult projects, qualified tradespeople can be hired to offer at-home support.

As well as offering a solution for consumers that value access over ownership, or who simply don’t have the room to store tools at their home, Don För Person also addresses the perceived DIY skills-gap amongst modern consumers. In this way the brand echoes the more collaborative and educational approach to DIY we have seen from the likes of Supercheap Auto and Rockler Woodworking.

The brand name roughly translates to “tools for people.” Its first location opened in the city’s trendy Södermalm neighbourhood last year. A second store is set to open in the more upmarket Östermalm area in the near future.

Waitrose sells online recipe ingredients together in-store

Waitrose has launched an integrated marketing campaign that centres on three-step, ‘Beautifully Simple’ recipes.

The recipes are available online or on recipe cards in-store. In addition to involving just three steps, the recipes also involve a limited number of ingredients and so are targeted at time-poor individuals and families looking to try something new without having to invest too much time and money.

All ingredients can be easily added to the basket when viewed online, but what’s really interesting about the campaign is the way that this is replicated in-store. Ingredients for each recipe are grouped together on the shelf, effectively serving as deconstructed recipe kits.

This removes a real friction point for customers who might like the idea of a recipe but would be discouraged by the idea of having to go and find ingredients they don’t usually buy.

Waitrose has added another incentive to try these recipes by reducing the price of at least one of the most expensive ingredients in each recipe by 25%.

The company released sales data for one of its recipes at the end of the campaign’s first week, suggesting that the campaign has made an early impact. During the week that ‘Stuffed seabass, chorizo, potatoes & peas’ was promoted, Waitrose reported increased demand for charlotte potatoes by 54%, chorizo by 116% and pre-packed fish by 11%.

Kroger’s OptUP app gamifies healthy shopping and offers live dietician consultations

US supermarket chain Kroger has launched an app called OptUP, which tracks the nutritional value of customers’ shopping to nudge them towards healthy eating.

Using the UK Food Standards Agency’s Nutrient Profiling Model as a starting point, Kroger’s team of registered dieticians have assigned a nutritional score of between 1 and 100 to every product it sells. The higher the score, the better the nutritional rating and Kroger has also created three different health bands for high, medium or low rated foods, which use the green, orange and red traffic light system as a visual guide.

Users of the app must be pre-registered Kroger account holders. When logging in, they’re able to see up to eight weeks of their shopping itemised and rated with an overall health score. The customer’s score adjusts according to subsequent spending habits, and the app helps them by recommending healthier options based on their selections.

Each item has a nutrition facts page, and customers can click on any product to browse a selection of healthier alternatives within the app.

Users can also set a ‘target score’ to further incentivise healthier shopping. The app will then keep track of how well they are doing towards achieving their target.

For customers in Ohio, Kentucky, and Tennessee, live consultations with dieticians can also be scheduled through the app.

OptUP is a standalone app that is separate to the official Kroger app. The FDA's 2014 Health and Diet survey found that 77% of adults use food labels to help make a purchase.