Fleetwood Paints boasts a 90% conversion rate through this marketing technique

results

Fleetwood Paints is a leading paint manufacturer and distributor in the UK and Ireland sold through 250 retail partners.

50 hours saved per month

A two minute booking process that saves their marketing team valuable time.

40% increase in online bookings

With customer feedback, Fleetwood adjusted their schedule for a bookings boost.

90% post-event conversion rate

Consumers who book online consultations overwhelmingly convert to in-store sales.

Objective

Since 2010, Fleetwood Paints has partnered with celebrity brand ambassadors and interior designers for in-store consultations and online guidance via Instagram Live. They had four major goals with their experience program:

• Expand consultations online. Fleetwood Paints could only host in-store consultations at retail partners, losing a competitive edge to brands providing online consultations.
• Better customer experience across the board. Pre-AnyRoad, Fleetwood Paints scheduled appointments through Instagram direct messages, then contacted their designers to secure availability and confirm timing with both parties — a tedious and friction-heavy process.
• Stronger personalization throughout the consultation journey. Although they were confirming appointments and getting designers and customers to store locations, there was no reporting process to collect customer data, abruptly ending the customer journey.
• Create meaningful and impactful consultations for customers. The data Fleetwood Paints collected from their customers could have been more extensive and accurately depicted who they were and what drove them to the brand.

When working with AnyRoad, Fleetwood planned to use the platform to:

• Expand consultations online since Fleetwood only hosts in-store consultations at retail partners.
• Improve their customer experience with a more seamless booking process.
• Create a more meaningful consultation by collecting more data.

Fleetwood puts learning into action with AnyRoad

Fleetwood partnered with AnyRoad in 2021 to streamline the appointment process, scale their omnichannel presence, and glean more insights about their consumers to create a smoother follow-up process. These insights, in turn, were used to create more competitive and impactful experiences to increase sales and foot traffic into their retail partners’ stores.

Fleetwood Paints’ new online and in-person approach with AnyRoad had an immediate impact; their 30-minute booking process now takes less than two minutes and saved their marketing team 50 hours per month on average.

With the new analytics unlocked by AnyRoad, Fleetwood Paints learned that over 60% of their customers prefer consultation bookings in the morning. When Fleetwood adjusted their consultation schedules, they saw a 40% increase in online bookings.

Results

After piloting their new programs, including putting QR codes directing consumers to book consultations in partner retail stores, they saw improvement.

• A post-experience NPS of 100 (best in class compared to other brands)
• 90% conversion rate from online color consultations to in-store sales
• 95% of guests reported an intention to spend
• 100% reported designer satisfaction when working with Fleetwood due to their ‘professional and easy-to-use platform.’

“We were impressed with how quickly the AnyRoad team got the consultations up and running. Within two weeks, we started receiving bookings and generating insights from the program.”

Derek Byrne, Head of Marketing | Fleetwood Paints

Fleetwood Paints

Building brand love with personalized color consultations, in-store and online, +60 NPS improvement from pre- to post- brand experience.