Dulux aims to bring ‘human side’ to the brand as it launches online interior design service

Dulux is taking its business beyond paint by launching an online redecoration service, as it aims to become more than “just a transactional partner” and make personal connections with consumers.

The brand has launched ‘Dulux Amazing Space’, which it describes as the UK’s first online interior design service. It will give the British public access to advice from professional interior designers.

By completing a questionnaire, that establishes a consumer’s taste and budget and uploading images of the room in need of an upgrade, a Dulux design expert will create a suggested style guide.

The results will then be discussed with the homeowner in a 30-minute video consultation. Dulux consequently delivers a digital personalised style-guide, including a 3D floor plan and an interactive shopping list. The brand is also teaming up with retailers, including John Lewis, Made.com, Dunelm, Graham and Green to suit individual budgets. The home styling experience costs from £75.

With the project, which was created by MRM Meteorite, the brand sought to democratise interior design and make it a “mass-market solution”.

“At Dulux, we want to inspire people’s living spaces, which needs to take us beyond the world of paint. To enable this for people we needed to remove any barriers, which is why we wanted to use technology to make that service accessible to everyone,” Dinny Court, senior marketing manager at Dulux told Marketing Week.


“We want to be more than just a transactional partner. The service will allow us to have more of a human relationship by having direct contact with them, as well as talking to them earlier on when they’re thinking of redecorating their home.”

To promote the service, the brand is using its online channels and content to get the word out. However, there are plans for above-the-line activity next year.

“We initially need to ensure we have the right paid and organic search in place and editorial content that delivers. In 2016, there will be more above the line support and experiential will also start to play more of a part,” she said.

Even though the brand is eager to roll out its latest service, its paint business won’t be forgotten any time soon.

“The service gives us the opportunity to explore new business models. But we still have our paint business at its core, which is growing. Paint is still a big part, but the redecoration service will be allow us to extend into other parts of the market,” she concluded.

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