Power tools lead the way for online sales home improvement products
DIY stores remain most important purchase channel for insulation, paint and power tools
Buy it for me or buy it yourself
First of all, in home improvement markets there's a big difference between the major home improvements like renovating a bathroom or building an addition to your home and the minor DIY jobs as painting or replacing a shower head. During the major home improvements in which a professional is involved a large part of the materials that are used are purchased by professionals. In the research consumers who recently (past six months) purchased a home improvement product were asked where they have purchased the product. This has been asked for all products that were used during the home improvement. In the tables below three product categories are shown in which we noticed a significant difference in purchase channel.
Power tools lead the way
If we compare the purchase channels for the product categories paint, insulation and power tools the first difference is in the percentage of consumers who bought the product themselves and the share of products bought by professionals. About 30% to 40% of the insulation materials that are used during home improvement are bought by professionals. For paint this is significantly lower. This is mainly caused by the fact that the paint job is more often done by the consumer while in many cases insulation jobs are done by a professional. If we look at the purchase channels where consumers have bought their products we can conclude that DIY shops are still the most important. For the products paint and insulation the online shops are responsible for only a small part of the total sales. In the category power tools the online shops already have a considerable share in the market. Especially in Germany and the UK where respectively 26% and 19% of the consumers bought their power tool online.
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