Benjamin Moore recently partnered with national ride-sharing company DELIV to deliver paint and sundries directly to paint contractors' homes and job sites. This initiative was launched in the Austin, TX market, where they have limited retail presence compared to the competition.
A key task of the launch campaign was to convert Austin-based contractors who used a major competitors' paint over to purchasing Benjamin Moore paint by driving them into retail partners' stores, as well as having them sign up for deliveries online or over the phone.
There were over 1,000 examples of new foot traffic into 3 separate retail locations in the Austin area attributed to the campaign, with an estimated 149 new contractors that utilized the delivery service. The campaign itself achieved 3X engagement rates compared to industry benchmarks. The campaign is on-going and currently being rolled out in other markets.