Bringing coatings into the virtual world

By Donna Nash

In today’s world, the opportunities offered by technology mean that no business is exempt from the need to innovate in the way they interact with customers. We are all expecting to be better engaged with products and have easier lines of communication when considering what to buy.

As the leading global paints and coatings business, AkzoNobel has led our industry as the only company to consistently make the move into the digital space. We do this because we know that to offer a world class customer experience we need to give customers a new perspective on our products.

Throughout our drive for digital innovation we have harnessed technologies such as augmented reality and 3d room modelling in a truly unique way. But now we have gone one step further. Our most recent development uses pioneering Virtual Reality technology to revolutionise the experience of AkzoNobel’s trade and retail customers.

Beyond the physical world

One of the challenges for AkzoNobel’s retail and merchant customers is the difficulty of planning how store layouts will look when exploring new product ranges or styles. This challenge is compounded when dealing with large chain retailers.

Our new VR system was designed to address this problem. The groundbreaking software allows customers to create and trial potential store layouts in real time, so that they can instantly weigh up the impact, convenience and fit of different in-store display options, before products hit the shelves.

The major feature of the technology allows AkzoNobel customers to see new concepts and Point of Sale designs in a real-world environment without the cost or disruption of physically producing them. The system is housed in a brand new 6,400 sq. ft. ‘Customer Centre’, built at AkzoNobel’s UK headquarters in Slough, England.

The VR suite is the centre piece of the new facility, but another important benefit of the technology is its mobility. While it is best suited for viewing in the Customer Centre’s VR suite, the software can quickly and easily be taken off-site to clients via laptop– tailoring the experience to the customer’s needs.

The customer journey starts here

VR is one of several forward-thinking aspects of the new Customer Centre, which includes an innovation lab and ‘living zone’ furnished and finished by Dulux colour and design experts, to bring current and future decorative trends to life. Other features include a showcase store environment, indoor and outdoor hospitality spaces.

The facility is designed to cement AkzoNobel’s place as an industry leader in marketing, category management, technology and design, allowing us to explore new business opportunities and work collaboratively to unlock future growth in our industry

This technology means that AkzoNobel’s product and service offer is now more tailored to individual customers’ needs. Our customers have a much greater degree of flexibility and convenience when selecting product ranges, contributing to the world class experience we aim to provide.

The software, along with the wider Customer Centre is designed to cement AkzoNobel’s place as an industry leader in marketing, category management, technology and design, allowing us to explore new business opportunities and work collaboratively to unlock future growth in our industry

Leading talent

However, technology must have the right people to complement it: that is why we have matched the new Customer Centre with the creation of a new Customer Experience team, led by successful marketeer Jenny Hall. Jenny is a highly talented colleague who has made a major contribution to the success of AkzoNobel brands in the UK over the last five years. Her new role recognises that to drive future growth and differentiation in the market, we need to adopt a customer centric approach.

She leads a brand new team from across the business with the clear objective of putting the customer at the heart of our business, ensuring that we are focused on delivering a world-class customer experience. This will ensure our brands and our business are first choice for all our customers.

Our objective is to inspire and create organisational change to deliver unrivalled service, and in turn generate new commercial opportunities, competitive advantage, employee engagement and ultimately customer loyalty.

The combination of this new team and the opening of our new Customer Centre will enhance customer experiences and ultimately move us closer to our goal of inspiring and enabling beautiful living spaces for all.

Further into the virtual space

But we’re not stopping there. Another industry first, the award-winning Dulux Visualizer app, again leads the way in using augmented reality technology. Alongside a range of other exciting features the app helps consumers see, share and virtually paint in their chosen colours. The easy to use app lets you pick a colour from anywhere, and allows you to virtually visualize the colours live in your living space. It also offers suggested colour schemes and Dulux Masterclasses – “how to” video demonstrations.

Another innovation making use of visual and design technology is the Dulux Amazing Space service, launched in 2015: a pioneering online interior design service provided by Dulux Design Experts including a personalised digital style guide and a 3D room visualisation, making design and colour expertise accessible for all. Consumers who have tried the service already have provided AkzoNobel with outstanding feedback. 86% of people say it is easy to use and over 90% say it gives them ideas for what can be achieved in their homes, helping them to truly visualise this transformation.

Looking to the future

Reflecting our desire to fulfil the needs of all our customers, AkzoNobel’s VR software covers all of our UK brands, both trade and retail. It has also been developed with specific store environments for some of our  major clients, such as B&Q (pictured) and Wickes.

At present the technology is built for our retailers and merchants, however there are already plans underway to expand the system. We are looking at ways to make the technology work for other customer channels such as contractor specifiers for major construction projects.

We are also working on the global roll-out of the next version of the Dulux Visualizer app, which is packed with a raft of new features. Users will be able to make use of integrated social media functionality, enabling customers to share ideas and designs with friends and family.

These developments are already being well received by AkzoNobel customers. But for us this is just the tip of the iceberg. We will continue to ruthlessly innovate, to think outside the box, and to be on the forefront of using new technologies across our business.

Author: Donna Nash, Customer Centre Manager, AkzoNobel.

© Chemical Today Magazine

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