Do It All plans to relaunch the brand in the autumn in a bid to corner
the market for decorative ideas in the home.
The move signals a marked shift by the retailer towards the ‘softer’ end
of the DIY market and away from its main rival and market leader, B&Q.
A pounds 1m national press, poster and TV campaign, through GGT, will
break in October - the start of the traditional DIY period. The ads
feature a new style of advertising, and seek to position Do It All as
the expert in bringing home decoration ideas to life. The push for Do It
All, now wholly-owned by Boots after WH Smith sold its share in June,
follows the conversion of all 134 stores into the new Project Focus
Marketing and merchandising director David Clayton Smith said: ‘We are
in a position to talk about our strengths and to give a focus to the
The ads are in a humorous documentary style and show how Do It All can
help with home projects through a character called Bob.
The retailer is also linking up with Ideal Home magazine to produce a
supplement. Other plans include in-store multimedia terminals, which are
being trialled in the wallpaper and shower departments, and garden
design to distinguish Do It All from Homebase’s strengths in
The relaunch follows a trial period of advertising in the Central
region, where shifts in perception, increased footfall and spend were
Do It All is pinning hopes for a revival on renewed sector activity. It
claims it has seen an 8.4% rise in sales, although last year losses went
from pounds 6.3m to pounds 10.1m.