Transforming the painters ecosystem across digital & retail

Dulux

Dulux's trade business sits at the centre of a complex ecosystem: painters, builders, specifiers, store teams, reps, and suppliers — yet the experience had evolved in fragmented ways over time. While Dulux was a strong brand, the organisation lacked a shared, end to end understanding of how trade customers actually worked, where time and money were lost, and which relationships truly influenced behaviour and loyalty.

Working closely with the Dulux Trade team, we set out to create a single, holistic view of the trade customer ecosystem and use it to reframe priorities across service, digital, in store experience, and relationship management.

Outcomes

• Conducted 30+ hours of contextual research with 31 participants across 10+ trade professions
• Ran 7 collaborative workshops with Dulux teams to build shared understanding and buy in
• Mapped the end to end trade service ecosystem, showing interactions between customers, reps, stores, and systems
• Synthesised insight into clear themes and opportunity areas, prioritised against customer and business value
• Developed and tested concepts including click & collect, site delivery, lockers, single customer view, feedback tools, and repaint reminders
• Delivered a set of prioritised opportunities and artefacts that Dulux teams could immediately take forward