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Power tools lead the way for online sales home improvement products

DIY stores remain most important purchase channel for insulation, paint and power tools

(PresseBox) (Rotterdam, ) Online shops are changing the home improvement market rapidly. The large generic online shops have been adding more and more home improvement products to their assortment while the traditional DIY retailers are opening their online shops. The opportunities for consumers to buy the home improvement products online have grown and therefore the share of online purchased products is increasing year by year. However, most of DIY and Garden products are still purchased in brick and mortar businesses. Results from the European Home Improvement Monitor shows a great difference in purchase channels between the various product categories. The monthly study conducted 9,000 interviews among European consumers so far this year.

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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