Screwfix’s growth came from the following 10 key marketing factors. We’ve spotted and analyzed them below, so feel free to try them for your business.
Key Strategy #1: Going Omnichannel
Screwfix’s business model is a prime example of how the omnichannel shopping experience improves customer experience. While many retailers are currently on board with this strategy, partially due to the pandemic, Screwfix tried this strategy a decade earlier.
While an economic downturn and increased pressure from retail giants like Amazon could’ve deflated any CEO, Screwfix chose to tackle the problem head-on, offering an omnichannel shopping experience before it was commonplace. Customers loved the ability to get their merch quickly and efficiently.
Its decision to give customers the ability to order online and pick up or return items in the store is a key component of its success. This customer-centric approach makes shopping more convenient and gives Screwfix’s customer base access to the tools and resources they need immediately.
In the construction industry, having access to the tools needed to complete jobs is a necessity. Contractors and other workers can’t afford to spend days waiting for parts and materials in the mail. Screwfix’s overnight shipping and omnichannel shopping approach eliminated this problem.
By 2015, Screwfix had seen sales grow by 27.9% over the previous year and began expanding services into Germany.
Key Strategy #2: Customer Experience
In the home improvement sector, customer experience can improve retail sales by around 19%. In 2022, retail customers expect a personalized experience, and many companies are starting to integrate customer data with their inventory to help better fulfill orders.
Screwfix had strategies in place to ensure a consistent customer experience at every touchpoint, from online shopping to in-store checkout and pickup. The company often studies its customers, using feedback to improve the customer experience. Screwfix’s marketing strategy is built on personalization and a great rapport with its customer base. Its success is not the result of luck, but a consistent, passionate strategy that is successfully replicated online.
Because of this commitment to innovation and customer support, Screwfix has been recognized by Retail Week with awards for “Best Customer Experience,” most recently for its 60-minute order delivery system.
Key Strategy #3: Supply Chain
To support rapid growth, Screwfix has expanded its distribution capabilities, adding new centers to keep up with demand. In the spring of 2022, the company opened its newest center, a 370,0000 square-foot site. These distribution centers help the company manage inventory across over 750 retail stores as well as online orders.
Key Strategy #4: Mobile First
Screwfix’s customer base primarily consists of trade professionals in construction, plumbing, electrical, and other industries in which projects need to stay on time and within budget. To accommodate these customers, the company offers an app that gives people access to its 37,000-item catalog wherever they are.
Rather than having to write down the materials needed for a project for in-store shopping, Screwfix customers can easily search inventory and place orders through the mobile app. They can either pick up their items at a nearby store or opt for 60-minute delivery. This convenience helps them complete their jobs quickly.
Key Strategy #5: Commitment to Employees
Building a company in which people are excited to work makes them more motivated to perform well. Screwfix is consistently ranked atop “ Best Places to Work” lists. The company polls its workers to see what they like about working there. Many employees appreciate the work-life balance and the commitment to their personal career growth.
A commitment to employees is also great for business, as positive company culture can improve retail sales by 20%. Screwfix has always been dedicated to creating a culture that attracts bright workers. By treating employees well, helping them develop, and listening to their needs, Screwfix has motivated them to provide great customer service, which is a hallmark of the company’s business model.
Find the full Screwfix's Marketing Strategy here.