1. A Do-It-Yourself Guide to
Multichannel Consumer Experiences
From DIY to DIWT (Do-It-With-Them)

2. Agenda
Effect ofon the Moen Consumer
Background the Recession
•
• Digital Channel Evolution
• Consumer Journey
• Lessons & Best Practices

3. Spending
Effect of the Recession
In the next 12 months, which best describes your spending
on kitchen and bath decorating projects compared to this
year?
42%
More 30%
26% 2009
Same 35% 2011
32%
Less 35%

4. Growth in Remodel-lite
37%
Replace
30%
Remodel-lite
27%
New Construction
20%
14%
11%
2007 2008 2009 2010

5. DIY Resurgence
59%
49% DIY - Do it Yourself
BIY - Buy It Yourself
PRO - Professional
31%
25%
20%
16%
2007 2008 2009 2010

6. Role of a Faucet

7. Role of a Faucet

8. Channel Shift
From To
>

9. Purchase Funnel

10. Distribution Map

16. 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

18. 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

21. +
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

23. 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

26. 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

27. Lessons & Best Practices
Effect of the Recession
• 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

28. Please visit Critical Mass at
Effect of the Recession
Booth #100
for any additional questions, and look for a link
to this presentation on SlideShare.