Robert Dyas is a leading hardware retailer with close to 100 UK stores and a nationwide eCommerce platform. However, in 2020, as they looked to improve their in-store marketing, they identified that marketing teams spent most of their time maintaining spreadsheets to manage campaigns. They needed a system to automate administrative tasks, facilitate remote collaboration, and provide data and insights on their marketing campaigns.
By working with Colateral, Robert Dyas reduced their time to plan and execute in-store campaigns by 80%. This saving freed their marketing team to focus on more impactful marketing that drives consumer spending.
Robert Dyas is a UK hardware retailer founded in London in 1872. It sells a range of housewares, small electrical appliances, gardening products, kitchenwares, DIY, and consumer electronics throughout 93 shops, mainly in Greater London and South East England, as well as online.
At the start of 2020, Robert Dyas was looking for opportunities to improve its in-store marketing and drive more revenue in-store. However, the team coordinated campaign execution via spreadsheets, which took up all of their time. As a result, they couldn’t invest in changes impacting shopping behaviours and driving revenues. Instead, they needed to create capacity for change.
The team at Robert Dyas had already identified some inefficiencies. For example, when creating designs for campaigns, their in-house designers would draft a design and then stick it on the wall. And then, team members would stick post-it notes to the creative work with their feedback before further iterations. While the process was very collaborative, the team didn’t have traceability of changes. And if something went wrong, it was challenging to identify and resolve the issue’s root cause.
Robert Dyas’ marketing team knew that their process could be more efficient. And, with a limited budget, they would need to increase the capacity of their existing team to focus on value-added activities.
When speaking to Robert Dyas, our team at Colateral explained how the system would provide their marketing team with detailed and dynamic store profile management. This would ensure they always held up-to-date information about all of their stores. In addition, our Campaign Management system would provide a single source of truth for their cross-functional teams, with full details of all their campaigns. Finally, this solution would streamline and digitalise their artwork approval process to allow them to collaborate remotely and provide accountability of who did what and when.
Colateral revolutionised how Robert Dyas executed in-store marketing campaigns. Using Colateral, Robert Dyas’ marketing teams can operate effectively from anywhere to execute brilliant in-store marketing campaigns. By moving from in-person paper-based sign-off to a digital process, they now had full traceability of who made suggestions and changes. As the pandemic impacted office working, this change was critical to managing campaigns with home-working and remote-based teams. In addition, with greater control and accountability, the artwork was audited and approved at the creative level with ease.
By implementing Colateral, Robert Dyas aligned disparate departments to execute in-store campaigns. As a result, marketing, brand, creative, and in-store teams could collaborate through a single platform and maintain the visibility of campaigns through the planning and execution phases.
Thanks to these changes, Robert Dyas’ marketing team now spends 80% less time managing spreadsheets and can focus on activities that generate in-store revenues.
“We love how much Colateral has changed the way we create and manage campaigns, allocate POS, interact and collaborate with other teams, but above all the time saving, speed, process efficiency and support that we get from the fantastic Colateral team. We would recommend Colateral to any company looking for an end-to-end solution for in-store retail marketing.”
Alvaro Moniz-Spark, Retail Campaign Manager – Robert Dyas
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