Homebase unveils new DIY zone as part of ‘store of the future’ refresh programme

New DIY zone

New DIY zone

As part of its store of the future retail estate refresh programme, Homebase has unveiled the blueprint for its DIY store concept, designed by integrated brand communications agency Refinery.

The result of in-depth research designed help to future-proof the DIY shopping experience at Homebase, the new DIY zone includes new interactive screens to deliver more help and guidance for customers; a demo zone for customers to interact with new products and try out latest innovations in the market; new and updated display fixtures to improve merchandising for key product categories; stand-out signage to aid navigation around the department and improved sight lines; and impactful POS that supports ongoing key promotions and brands.

The inaugural design has been created in Homebase’s Worcester store.

Jim Barron, Refinery director, said: “The new concept has been created to be more inspirational and engaging – generating greater customer engagement with impactful new features across displays, POS and packaging design. The project spanned strategy for communications, creation of the overall look and feel, right down to packaging and video and film.

“The feedback has been so positive from customers and store staff, we’ve now been tasked with other areas of the store and additional projects.”