Inspiration for the retail sector

The DIY Summit is one of the most important gatherings in the international home improvement sector and brings together manufacturers, retailers and decision-makers from the global DIY market every year.

As a sponsor of the event, Frogtape found it an ideal platform to boost the brand’s visibility within the international retail sector, expand existing partnerships and forge new business contacts. The focus was not only on the products, but above all on personal discussions about market trends, product range development and the future requirements of the retail sector. Direct dialogue with buyers, category managers and sales partners provided valuable insights for the brand’s further development and stronger networking within the international market, reports DIY Brand Manager Stefanie Brune.

At the heart of the trade fair presentation was the eye-catching brand presentation: the message “clean, precise paint edges without rework” ran consistently throughout the entire display and was brought to life through live demonstrations of the patented Paintblock technology. Visitors were able to see for themselves how, thanks to Paintblock, the painter’s tape prevents paint from bleeding underneath, thereby enabling precise results. “This hands-on product demonstration offered tangible added value, particularly for buyers and category managers, and highlighted the advantages over other painter’s tapes,” the Brand Manager is certain. At the same time, questions regarding areas of application, target groups and marketing opportunities could be answered directly on site.

The DIY Summit was specifically used to deepen existing partnerships and establish new contacts within the international retail sector. In the European market, the Frogtape brand has already established itself in Germany, the UK and the Benelux countries in recent years and is continuously expanding its presence in the Scandinavian markets. Against this backdrop, discussions focused in particular on market requirements, product range strategies and the further development of the painting accessories category. “It became clear that high-quality products requiring explanation benefit from clear brand positioning, a targeted approach to customers and a compelling presentation at the point of sale,” notes Brune.

Particular emphasis was placed on expanding strategic partnerships with retailers. Frogtape aims to work with its retail partners to reach end customers throughout the entire customer journey and to create a consistent brand experience across all touchpoints. Retail media is playing an increasingly central role in this, the supplier explains: The close integration of brand communication and retail marketing gives rise to joint campaigns that boost both brand visibility and sales at the point of sale and on retailers’ digital platforms. The focus here is not on individual advertising measures, but on long-term collaboration with retailers to jointly engage customers, support purchasing decisions and achieve sustainable growth for both sides.

The joint approach to customers does not end with digital channels, notes the Frogtape expert. What is crucial, she says, is a seamless customer journey – from initial brand awareness through digital touchpoints to the purchasing decision at the shelf. It is precisely at the point of sale that it is decided whether the interest generated will be converted into a purchase. Frogtape presented specific approaches for successful product placement in retail outlets. POS concepts were presented that provide guidance, facilitate purchasing decisions and, as a crucial component of the customer journey, are designed to encourage additional impulse purchases and boost sales.

With its appearance at the DIY Summit, Frogtape reaffirmed its ambition to establish itself internationally as a relevant brand within the range of painting accessories. Brune is convinced that the combination of a clear brand message, tangible product performance and an in-depth exchange with retail partners makes the event an important platform for further international market development.

At the same time, Frogtape emphasised that innovative products, strong retail partnerships and the consistent expansion of retail media activities form the basis for sustainable growth and the successful further development of the category.