Essential reading for retailers and suppliers in the home improvement market

Mackays employs a not-so-dumb approach to promotion

Added: 14 July 2014

Joint managing director of the independent family-run store, Neil Mackay, told DIY Week: "Dickie stands outside the store rain or shine, so we decided to put him to good use.

"It was my brother Duncan's idea to utilise the Tour de France because there was this phenomenal buzz around the city.

"So, we filmed Dickie cycling around the city visiting other retailers. The benefit of the video to us was that we connected with other companies that are active on social media in a way that wasn't possible years ago. They received promotion, as did we."

The video on YouTube has had just short of 1,300 views, but Mr Mackay has big ambitions for the film and hopes it will go viral.

Read more about Dickie here and in DIY Week's new independent focus out August 23.

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