YOUR LOCAL BUILDERS’ MERCHANT
What We Did
Press & outdoor advertising
Web & digital design
Following a period of recession within the building industry, MacNaughton Blair reconsidered their branch strategy in order to drive new business to their network. This involved repositioning their offering to a wider customer base that included the public. They transformed their branches, product stock and service mentality and their challenge to us was to communicate this change and to create an identity that defined this new offering to both Trade and Consumers in order to drive growth.
Our team worked with the client to understand where the company was positioned currently, what they offered to their two distinct target audiences, and the steps that needed to be put in place to move out of recession and beyond the competition.
Taking inspiration from other retail sectors and online businesses, we developed a new MacBlair brand that was all about service. We worked with the client to change the staff culture in line with the new proposition and the ‘Here to Help’ initiative was developed and presented to staff throughout the branches, to embed the new culture and focus on the customer. A comprehensive strategic plan has set the company apart locally and differentiated it as innovative within the larger Grafton Group.