A Do-It-Yourself Guide to Multichannel Consumer Experiences

From DIY to DIWT (Do-It-With-Them)

Effect of the Recession

Agenda

• Background on the Moen Consumer

• Digital Channel Evolution• Consumer Journey• Lessons & Best Practices

Effect of the Recession

More

Same

Less

42%30%

26%35%

32%35%

2009

2011

SpendingIn the next 12 months, which best describes your spending on kitchen and bath decorating projects compared to this year?

Growth in Remodel-lite 

2007

37%

Replace

Remodel-lite

2008 2009 2010

New Construction

20%

11%

30%

27%

14%

DIY Resurgence

2007

59%

DIY - Do it Yourself

BIY - Buy It Yourself

2008 2009 2010

PRO - Professional

25%

16%

49%

31%

20%

Role of a Faucet

Role of a Faucet

Channel ShiftFrom To

>

Purchase Funnel

Distribution Map

CONSUMER NEED: • Inspiration, Empowerment

DIGITAL TRENDS:• Growth in consumption of branded videos

APPROACH:• Create inspirational, yet practical video

series• Feature DIY expert to provide design

guidance but work with homeowners to execute

• Syndicate videos through paid, owned and earned properties

CONSMER NEED: • Visualization, Personalization, Peer Input

DIGITAL TRENDS:• Visualization enabled by digital • Influence of ratings / reviews

APPROACH:• Create visualization tool showcasing

Moen products based on style choice– Offer ability to customize room wall colors,

cabinets, countertops, etc.

• Offer ability to share room designs• Add ratings/reviews to product detail

pages and cross-syndicate with retailers• Offer share function on product detail

page

CONSUMER NEED: • Readily available product information in-

aisle

DIGITAL TRENDS:• Smartphone adoption• Digital merchandising opportunities

APPROACH:• Develop mobile site for quick access to

product information in-aisle• Use 2D codes to communicate

innovations and differentiators like Spot Resist

+

CONSUMER NEED: • DIY help

DIGITAL TRENDS:• Growth in online video as effective

communications tool• Ability to share video

APPROACH:• Create installation videos to empower

and equip DIY consumers• Syndicate videos across digital channels

CONSUMER NEED: • Share experiences and make

recommendations

DIGITAL TRENDS:• Social platforms amplifying the voice of the

consumer

APPROACH:• Enable ratings / reviews on moen.com• Establish and actively manage social presence

on Facebook, Twitter and Blogs• Employ full-time community moderator to

engage consumers and publish valuable content

Effect of the Recession

Lessons & Best Practices • Know how your brand can realistically

add value to the consumer purchase process

• Know the digital channels and their effectiveness with your target consumers

• Know how channels (digital and offline) interact to drive to purchase

• Measure, optimize and actively manage digital channels for maximum impact

Effect of the Recession

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