Case study: Polypipe Brand Power
Segmenting different types of tradespeople in the Plumbing & Heating Sector
The challenge
The traditional status quo in the Plumbing & Heating Sector has been disrupted in recent years. Omnichannel brands such as Screwfix, Tool Station and Selco have developed slick offers to both professional installers and DIYers homeowners, with strong digital platforms, longer store opening hours, convenient store locations and competitive pricing. So what is the future for the traditional plumber’s merchant?
As the installer landscape also continually evolves, what are today’s professionals’ priorities and how does this impact on brands like Polypipe? Do the older generation of plumbers want something different to the younger tradespeople? Where are they shopping, what brands do they prefer, what influence are end customers having on decisions?
Eureka! was tasked with undertaking a heavyweight study to delve into the mindset of sole traders and business owners to deliver a ‘state of the sector’ report that would prove critical for strategic planning.
The solution
An online survey was the chosen vehicle, but we needed a way to collect a lot of data in a manageable and engaging way for tradespeople. We developed a unique gamified approach to collecting this mammoth amount of survey data, with the survey itself split into six separate sections, each incentivised with its own relevant prize. The more sections completed, the more prizes the survey audience could potentially win. At the end of each section respondents were returned to a ‘home screen’ where they could complete another section if they were inclined. Alternatively, they could return to the survey at anytime to pick up where they left off.
Working alongside several sector partners who helped raise the profile of the study, we engaged with a quite incredible number of business owners and delivered a depth of detail that exceeded everybody’s expectations. Against all the odds, average interview lengths were over 30 minutes, an unbelievable achievement with this audience.
With a bountiful supply of sector insight, we created a segmentation model that splits tradespeople into different ‘personas’ based on key information (e.g. demographics, behaviour or attitudes). The results of this research are now being used by Polypipe to help them talk more effectively with customers and potential customers. The segmentation is embedded across the business and the wealth of sector knowledge has been shared across business units.
Having worked with the team at Eureka! since their inception, I can highly recommend them. Over the years they have worked on numerous projects which have not only provided valuable insight, but also asked some pretty searching questions of our strategy and direction of travel. Incredibly straightforward to deal with, they have a real a no nonsense approach to scoping out and delivering projects, usually on very tight deadlines! The in depth knowledge of our industry has led to Eureka! supporting us with insight into new product developments, detailed customer segmentation & profiling and potential new market opportunities. I believe the work we have done together has proved invaluable in helping us move our business forward and delivered bottom line growth as a result.
Rachel Smith | Marketing Director
Having worked with the team at Eureka! since their inception, I can highly recommend them. Over the years they have worked on numerous projects which have not only provided valuable insight, but also asked some pretty searching questions of our strategy and direction of travel. Incredibly straightforward to deal with, they have a real a no nonsense approach to scoping out and delivering projects, usually on very tight deadlines! The in depth knowledge of our industry has led to Eureka! supporting us with insight into new product developments, detailed customer segmentation & profiling and potential new market opportunities. I believe the work we have done together has proved invaluable in helping us move our business forward and delivered bottom line growth as a result.
Rachel Smith | Marketing Director
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.
Eureka! Research
6 Parkside Court | Greenhough Road
Lichfield | Staffordshire | WS13 7AU
Follow
Looking for something specific?
Bathrooms | Kitchens | Home improvement | Plumbing and heating | Construction | Merchant | Beer and snacks | Birmingham | Midlands
