Extensive research into the their market revealed that in leading manufacturer Richard Burbidge’s merchants sector, profit margin was fast-becoming the key driver and that an increasing competitor threat had the potential to severely limit their ability to compete. Our P³ Insights process revealed that the focus needed to be further down the chain; an opportunity to communicate direct with consumers and create a new and aspirational home improvement category for hallway refurbishment, driving demand into merchants and effectively poaching from under their competitors’ noses.
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