The combination of lockdown measures and rising living expenses has spurred a trend of the public undertaking their own home renovations. Additionally, the widespread availability of social media and a growing ‘Do-It-Yourself’ ethos has empowered people to take charge of their living spaces and pursue creative hobbies. Using our unique BOSCO™ Index, we ranked the online performance of ten leading DIY retailers.
What is the BOSCO™ Index?
Have you ever wondered how well your brand is performing online compared to your competitors? Look no further than the BOSCO Index™, the ultimate measure of your digital footprint and effectiveness in investing in organic and paid media channels.
Unlike other metrics that rely solely on your marketing budget, the BOSCO™ Index is based on your online potential in both paid and organic search. Using data from trusted third-party domains, it analyses your previous digital interactions to provide an accurate snapshot of your online performance.
So, what’s a good BOSCO™ Index score? The scale ranges from 0-1000, with the average score for brands and retailers sitting at 575. The higher your score, the better your online performance as a retailer. Think of it as the credit score of digital marketing.
Here’s how we scored the brands
We scored ten leading UK DIY retailers for the month of March. Here’s how the top five ranked on the BOSCO™ Index league table. Download the league table below to see the full results.
What do these scores mean?
Screwfix have hammered the competition, taken the top spot, and are showing no signs of loosening their grip.
Last year, Screwfix unveiled their ‘The Choice of Champions’ campaign which shines a light on the professionalism and dedication of the nation’s tradespeople.
Screwfix has shown the value of tradespeople and their customers for years through its renowned Screwfix Top Tradesperson and Trade Apprentice competitions and are continuing to do so in their latest campaign across all channels including TV, social media, digital, and out of home advertising.
Screwfix are also on track to reach its ambition to open more than 1,000 stores across the UK following the opening of 87 stores in the past 12 months. Through new store formats and the award-winning Sprint Service, which delivers to customers in 60 minutes or less, Screwfix continues to champion tradespeople and serious DIY-ers.
Coming in close second is B&Q, who have always been a strong contender in the DIY sector and have nailed their recent campaign.
B&Q have released a series of out-of-home (OOH) visuals to highlight the ‘ease and accessibility’ of their one-hour click and collect offering. Centring around a smartphone screen, each ad shows playful scenes such as garden furniture causing chaos, a sausage cooking perfectly and a bird drinking from a bird bath.
This campaign focuses on the need to be fast, efficient, available, and convenient.
Unlike other retailers, B&Q have also addressed the cost-of-living crisis and their value proposition by ‘nailing’ some their prices. Another ad campaign shows everyday items – from groceries to schoolbooks – appearing to float up into the sky, symbolising the rising costs facing households around the country.
This leaves behind the image of a hammer formed out of home and garden products, including a tub of paint, plants, and electrical tools. As well as being a household tool sold at B&Q, the hammer is designed to reflect that the brand is ‘nailing down’ its prices.
How does your brand stack up on the BOSCO™ Index? You can find out your BOSCO™ Index for free or to book a personalised demo to find out how our predictive analytics platform can work for you.
