Merchant wraps up DIY market with insulation promotion
Published: 25 June, 2010
WALES: The largest independent builders’ merchants in South West Wales is celebrating after coming top of 135 builders’ merchants running a UK-wide insulation sales promotion.
Over 1500 Superglass insulation rolls have been given away to LBS Builders Merchants’ DIY customers as part of in-store sales offers, more than at any of the other 135 builders’ merchants running the Superglass ‘Superdad’ promotion throughout the UK across 597 branches.
Since last September LBS customers have received free rolls of Superglass insulation with purchases in a scheme regulated by OFGEM and funded by Scottish and Southern Electrical – parent company of SWALEC – under the government’s carbon Emission Reduction Target (CERT) scheme. The scheme most recently allowed customers to buy one roll of insulation and get one free through builders’ merchants, and the results demonstrate the ability of merchants like LBS to take on large DIY stores.
LBS marketed the promotion by advertising it on the company’s three permanent roadside billboards and in the local press. This advertising combined with fully trained staff who were well briefed about the promotion has allowed it to achieve these sales.
LBS managing director Mark Davies said: “LBS provides the market with award-wining levels of customer service and throughout this promotion we gave our consumers the detailed advice they needed about specification and installation plus a ready available supply of small quantities. I think that’s the key reason why we have retailed so many rolls of insulation as part of this promotion. Energising and training staff appropriately is central to everything we do and in this case the results speak for themselves.
He continued: “It’s been great to see savvy homeowners in South West Wales responding better than consumers anywhere else in the UK by taking full advantage of this promotion. Consumers are increasingly looking to boost their green credentials and, of course, save money, and we successfully marketed the fact that this was a clear-cut option for achieving both.”