The DIY Square
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.