Online orientation crucial for home improvement products

Multi-Channel in DIY: orientation and decision making online, purchase offline

(PresseBox) ( Rotterdam, )
Multi-Channel is changing the home improvement market rapidly. Although about 95% of DIY and Garden products is still purchased in brick and mortar businesses, the share of online purchased products is increasing year by year. Next to this the majority of the consumers uses online information sources to orientate themselves on home improvement products before. Prices are compared online and reviews are read in order to evaluate the quality of the products. In the Q2 theme 'E-marketing' of the European Home Improvement Monitor questions on orientation and internet usage were asked to 3,000 consumers.

Websites DIY-retailers and manufacturers key information sources

Consumers who recently (past six months) purchased a home improvement product were asked if they have orientated themselves online before purchasing the product. In total only 25% of the European consumers didn't use internet before making a purchase decision. Three out of four European consumers did use online sources. This indicates that the online phase is key for retailers and manufacturers in order to establish a preferred position during the customer journey. Main online sources that are used are, besides Google (37%), websites from DIY-retailers and manufacturers (respectively 32% and 30%). What is also striking is the percentage of consumers that use price comparison websites (27%). The used sources also differ per country. For instance in Germany the share of consumers that has visited a price comparison website before their home improvement purchase is rather large compared to the French consumers.

Germany and the U.K. are pioneers in online purchase of DIY products

Two third of the home improvement jobs are done by a consumer and in one third of the jobs a professional is involved. Therefore consumers are an important target group for retailers and manufacturers in the home improvement market. Even though consumer orientation takes place online, the actual purchase rather often takes place in a brick and mortar business. In most of the investigated countries only 2%-3% is purchased online. Exceptions are Germany and the U.K. where a significant part of the home improvement products (13% and 7%) is bought online. The percentage of online purchase also differs strongly among the twelve product categories in the research. More details and exact results per country can be found in the European Home Improvement Monitor.

The European Home Improvement Monitor

The European residential new build market currently has limited growth potential. Due to the economic recession the new build volumes have dropped dramatically. The renovation and refurbishment sector on the other hand has become relatively important and it is expected its importance will grow. There is a lot of information available about the DIY market and the renovation market in the professional segment. However, there's no source that gives insight in the size of the total home improvement market, so both jobs done by consumers and professionals, and the main trends in this market. The European Home Improvement Monitor is the first research that monitors the market size and main trends in the European home improvement market on a continuous basis.

Each month 1,000 successful interviews are conducted across Belgium, Germany, France, Italy, Poland, Spain, the Netherlands and the United Kingdom. In addition, the regions Scandinavia and Austria-Switzerland are also included in the research. This means that 12,000 interviews are conducted among European consumers on a yearly basis. The results from this research are reported in on a quarterly basis and show the development of the market in terms of purchase volume and purchase channels. Furthermore, each quarter in-depth insight is given in topics which are actual in the market.
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