The challenge from Obi was to direct the customer's attention so that when buying a floor, firstly, they knew that they should buy a floor underlay and, secondly, that they would not have problems with the selection of a specific product. In other words, how to make the customer aware of the need and facilitate their purchasing decision.
The challenge of each store is to provide comprehensive service to its customers. At Obi, they focus not only on a wide range of products, but also on educating customers and showing them comprehensive solutions. Such initiatives translate not only into an increase in sales in individual product groups, but also a smaller number of complaints - the complete service is simply less problematic. Which means: advantages only.
However, almost every sales group has a product the customer is partly or not aware they should be using. This is also the case in the flooring section where customers do not have sufficient awareness of a total solution. They just don't know what's in that solution, in other words - what to buy. And of course it's not the same as a floor covering.
The aim of Fair Packaging's activities (www. diy.fairunderlay.com), as a manufacturer of floor underlays, was to create a distinctive own brand for the Obi network and to develop a logical and friendly communication system for the end user, which would result in the purchase of a proper underlay.