LBi International

www.valspar.com

… or suffer the consequences 

In today’s home improvement market it’s hard for a paint brand to differentiate itself enough to earn the customer’s respect and loyalty — and a price premium too.  For years Valspar, a US$3 billion corporation, had sold its paints to consumers under brand names like American Traditions through independent retailers and Lowe’s home improvement stores. But with cut-throat competition challenging profit margins, Valspar chose the daunting task of re-launching their consumer paint product under a new brand name: Valspar Ultra-Premium. 

 

Helping consumers with “Paint Angst”

Market research shows that consumers are filled with dread as they approach home painting projects.  How do I choose the right color? (Other than say, Dover White?)  Will I do a terrible job?  Valspar and LBi understood these fears and worked together to develop Valspar.com, a powerful Website at the center of a multi-million dollar marketing launch. 

 

The Results Speak for Themselves

Valspar.com does more than provide great ideas and project information.  The site was built around the central idea of a personal notebook that allows customers to capture ideas from anything they see on the site — a photograph for example, or a color swatch. And then consumers were given the ability to pull those ideas into palettes that are guided by suggestions and project planning tools, ensuring that their home reflects personalized ideas and styles with terrific results!  Lbi also leveraged the design of Valspar.com to create a new corporate Website for Valspar, building a brand architecture that can be extended to the other business units and geographic regions of the Valspar Corporation. 

 

LBi delivers digital innovation as a competitive advantage

On Valspar.com consumers spend more time, return more often, and most important, while they are on the site they interact with the Valspar brand to get ideas and plan great painting projects.  Tracking visitor metrics, Lbi designed the site to deliver custom content to each customer working through ideas and plans. The site provides ease of access to custom content, personal service, and great colour ideas.  And there’s more… including blogs featuring great designers along with specialized help for consumers tackling stain and faux finishes.  It’s all about helping Valspar’s customers get through their paint angst; building loyalty to a great new paint brand: Valspar. 

 

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