B&Q deployed Hullabalook technology and created a new online revenue stream with ROI of 27x

B&Q deployed Hullabalook technology and created a new online revenue stream with ROI of 27x

The Kingfisher X Hullabalook partnership is enabling a completely new online shopping experience. Previously, customers could only buy the Valspar custom mixed paint range in-store. Now, they can browse, visualise and buy thousands of shades online at diy.com.

Before launching the Colour Mixing Experience, Kingfisher could only sell Valspar mixed paints in physical stores. With over 100,000 product options on offer, they didn’t have a feasible way to facilitate online sales.

Hullabalook was enlisted to solve the challenge - and the Colour Mixing Experience was born.

How did Hullabalook solve the challenges faced by Kingfisher? 

Presenting complicated data in a visual way 

If you add together all of the Valspar paint shades, finishes and sizes, you get over 100,000 product options. The sheer complexity of data meant Kingfisher didn’t have capabilities in-house to enable this shopping experience online. 

Hullabalook are experts in transforming complex data into an easy-to-use, visually pleasing UX. 

Improving the complicated buying experience - and reducing shopper fatigue 

Traditionally, buying paint online is an arduous experience, requiring users to click on many filters and visit multiple pages before they find the right shade.  

With so many product options, had Kingfisher applied a traditional approach, customers would be scrolling for hours.  

Instead, Hullabalook considered what customers care most about when buying paint: colour. We aimed to deploy a PLP tailored to this need. 

Here’s how it works:

Instead of being constrained by a colour bucket, you can pick a specific shade. 

Once chosen, the interactive colour grid instantly re-ranks the entire catalogue & surfaces best matching paint colours right at the top, negating the need for endless scrolling.

With over 40 paint shades shown in a single viewport, customers can rapidly browse and compare 

Hullabalook’s technology programmatically renders any chosen paint onto the walls of a photorealistic image in the experience to aid visualisation.

Customers can quickly choose & buy the paint in their desired shade, finish and quantity with minimal clicks.

Helping shoppers compare shades online, and increase purchase certainty 

One of the most painful things about buying paint online is the inability to visualise different shades in a lifestyle setting. Most DIY retailers provide imagery of paint cans, or a wall painted in the colour, which makes it very difficult to compare and choose the right shade. 

Hullabalook renders each colour onto photorealistic imagery instantly, giving shoppers the ability to recognise the subtle differences in shades and make a more informed purchasing decision.