We made bcg simpler to use…
Independent plumbers’ merchants only have great service to differentiate them from the national brands. So they expect the same from their suppliers.
bcg deliver a huge range but merchants couldn’t see a reason to use them more. How could they make a difference?
It became clear that bcg lacked boldness and relevance and the way to be relevant in this market is to be useful. We developed a new brand positioning around usefulness and revitalised much of the marketing communication content including social media to become much bolder and of course, useful.
Now, all bcg communication is about being useful making them one of Wolseley’s most consistent brands in the portfolio.