THE CHALLENGEWith its 6 stores across the country, Makro Drive-in wants to shift its position from a traditional DIY player towards a specialized supplier for professional builders and gardeners.
OUR APPROACHThe new positioning is based on the combination of “the speed of one-stop shopping” and the "wide professional assortment” that the completely redesigned and reshaped Drive-ins enable.
To reach our goal, we developed a very masculine tone of voice with a completely revamped graphical guideline that was implemented through all communication supports (POS, member cards, folders, brochures, mailings...)
To catch our target’s attention, we launched a roadshow with a customised van that visited targeted building sites and invited builders to visit the new Makro Drive-ins. Heavy promotion and incentives ensured traffic. Moreover, targeted mailings around the remodelled Drive-ins were sent with a ‘call to action’ explaining the services and advantages of the new Drive-in.