The DIY Square

VM&RD - - SPECIAL FEATURE - SIGNAGE AND GRAPHICS -

Bosch Power Tools re­cently launched In­dia’s first DIY Square in Adugodi, Ban­ga­lore for peo­ple with a pas­sion for hobby, gar­den­ing and home im­prove­ment. The store’s de­sign strat­egy is to cre­ates a homely space, where power tools are made to look friendly and ap­proach­able to en­cour­age shop­pers to en­gage with the ‘Do-It-Your­self’ con­cept in a fun man­ner . DIY Square, the first of its kind touch-feel-try cen­tre in Ban­ga­lore is equipped with a wide range of tools in the Home, Hobby and Gar­den cat­e­gory. Tools for the Home cat­e­gory are Home Tool Kits, IXO, Aquatak, SKIL hand tools, while Dremel caters to the Hobby cat­e­gory and fi­nally are the lawn and gar­den tools like ISIO, Ro­tak, etc. The store tar­gets the ur­ban mid­dle class in­ter­ested in us­ing power tools for mi­nor re­pair work around the house or even pur­sue hob­bies such as car­pen­try and glass etch­ing. The abil­ity for cus­tomers to try dif­fer­ent tools and get real time demos on the func­tion­ing of these power tools bring Bosch closer to the shop­pers from the home seg­ment. A high­light of the store ex­pe­ri­ence is the fact that cus­tomers can also seek ex­pert help while work­ing on their projects at the DIY Square. “Af­ter gain­ing the lead­er­ship po­si­tion in blue tools (pro­fes­sional) seg­ment, we want to now fo­cus on pro­mot­ing the "Bosch@Home" con­cept – which pri­mar­ily aims at reach­ing out to the 'Do-It-Your­self' (DIY) seg­ment in In­dia. We, at Bosch, be­lieve that this seg­ment has a huge po­ten­tial and "Home im­prove­ment" is go­ing to be the next big trend,” said Vi­jay Pandey, Vice Pres­i­dent, Bosch Power Tools. Shar­ing more in­sight on the same, Vi­jay added, “In In­dia, we are see­ing a grow­ing mid­dle class that is in­creas­ingly opt­ing to try some­thing new and the DIY tools act as the per­fect plat­form to not only make the whole ex­pe­ri­ence ‘fun filled’ but also pro­duc­tive. Our home tools such as the IXO, Smartkit, Aquatak, Lawn and Gar­den tools and Dremel help you com­plete scores of jobs ef­fort­lessly and with­out de­pend­ing upon any­one.” De­signed and ex­e­cuted by Kreo De­sign & in­no­va­tion, the Bosch DIY Square has been cre­ated to ap­peal to first time users of power tools and most im­por­tantly women. The store de­sign con­cept helps cre­ate a warm homely en­vi­ron­ment in-store in which the main of­fer­ing, power tools, are pre­sented in a com­pelling dis­play strat­egy that en­cour­ages powered tri­als. At the DIY Square, the props and com­mu­ni­ca­tion are de­mar­cated as Be­gin­ner and Ex­plorer cat­e­gories. The be­gin­ner sec­tion dis­plays easy to do props/projects, while the ex­plorer sec­tion has the ad­vanced props/projects. What also sets this store apart is a unique ex­pe­ri­en­tial zone cre­ated for cus­tomers. Fur­ther, to give a real time feel of a pro­ject, the store in­cor­po­rates work­ing sta­tions where cus­tomers can try out the prod­ucts and also a brick wall prop to drill and try hang­ing photo frames etc. At the hobby sec­tion, the work­ing ta­ble houses em­bel­lish­ments which are of­fered to cus­tomers for set­ting on photo frames and coast­ers us­ing the DREMEL glue gun.

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