Could Jotun's latest brand initiative do with a second coat?
Contemporary consumers expect much more than just the product when they go shopping; 'experience' is the now the latest mantra in retail circles.
Today's highly competitive retail environment and overwhelming IT wave that is engulfing peoples' lives means that now, more than ever, retailers are needing to look for that special component to deliver a true experience.
For the paint category, there is great opportunity to lift it from building a commodity to a quality brand experience by creating dynamic retail experiences that engage consumers on different levels and contribute to the highly sought-after consumer loyalty.
My introduction to the Jotun brand was when I first came to Dubai five years ago and quickly realised the popularity of the product within the commercial industry. With the launch of Jotun's new flagship Inspiration Centre behind Mazaya Retail Centre close to the Jumierah area, alongside Dubai's main arterial, the Sheikh Zayed Road,
I was pleasantly surprised to discover its commitment to provide the same service and product to the consumer.
Location
Situated in a small retail space located in a quiet area the store offers plenty of parking and convenience for an hour or seven of total colour immersion. It is a well selected area that is isolated from the hustle and bustle of Dubai and geared idyllically for the discerning individual or family looking to redesign or rejuvenate their special space.
Experience
The outlet offers a more social set-up rather than the traditional clutter of paint tins and formal shopping counters. There are large sofas and casual high-stool seating areas that allow the customer to relax and browse through catalogues, books and colour swatches. One section of the store is dedicated to room sets and mock-up areas decorated with various wall coverings, ceiling details, furniture and accessories, which provide a visual platform for consumers to experience different ideas and combinations.
A qualified interior designer is on hand to advise and guide you through the large selection of colours and wall coverings.
A full service is offered from the moment you enter the store and select your chosen 'look & feel' and a team of trained experts are available to help with the implementation.
Environment
First point of call for consumers is the shopfront and at a quick glance I am led to believe it is another typical supply store for the building industry with which Jotun has become synonymous. The traditional Jotun blue band fascia and 'Atlantis Building Materials Trading' signage does not truly reflect the experience within the store.
The Inspiration Centre should be prominent - a clear strong identity that can provide a platform upon which expand the new brand, both here in the UAE and across the region. This lack of identity is subsequently continued into the store and at first glance the consumer journey appears to be disjointed with no golden thread binding the experience together.
The colours, paint techniques and room sets are a great source of inspiration for any budding designer or DIY enthusiast, however I am struggling to find the 'wow factor, or unique, memorable experience that will bring people back hungry for more. Constantly varying layouts and new, fresh ideas are an essential tool and there is a lack of information technology within the space that could be utilised to connect consumers better to the ever-changing trends around the globe.
Understanding that Jotun has more than 3000 different colours in their range, it is a difficult task to showcase without cluttering all the colours and paint techniques yet still ensure a harmonious environment. This said, the Inspiration Centre has achieved a good colour palette in the space and complemented the colours with modern neutral furnishings.
The ideas are creative and have been brought to life by Tonje Tjonneng, chief creative consultant for Jotun.
Product
Jotun recently launched the 'Lady' interior brand of essential paints which is targeted at the ever increasing astute female consumer and follows two years of research within the region. There is a full colour swatch range, wall coverings and paint techniques showcased and the result is an unparalleled home painting solution.
With a growing demand from the consumer to be more hands on, this move to provide an accessible retail space is a welcome breath of fresh air; a new social space to be creative and let your colourful imagination run wild.
Cheryl Mundy, sr. designer, Brand Experience, Enterprise IG ME.
© Gulf Marketing Review 2007
