Online vs Offline; Consumer DIY spending
The DIY market has long been seen as a follower and not a leader, due to the low margins, slow selling, larger products and more need for support (thus making home deliveries more difficult). This is changing.
The DIY market has long been seen as a follower and not a leader, due to the low margins, slow selling, larger products and more need for support (thus making home deliveries more difficult). This is changing. In the European home improvement market there are many important trends facilitating this change. We see the boundaries between building merchants and DIY stores becoming smaller, most DIY retailers are becoming more and more centralized (i.e One Kingfisher), players like Amazon increasing their focus on DIY, and the changing product/brand mix to name a few. Another very important trend is of course online and online buying. Players like Screwfix already have a very successful multi channel approach, with around one third of their business coming from online sales. Online buying is the topic of the Q1 2016 European Home Improvement Monitor report. This study is based on 26,400 consumer interviews annually and covers the big trends in 11 European countries regarding home improvement (also includes product chapter like flooring, HVAC, garden tools and so on). In this report the focus is on online buying. Which DIY products do consumers prefer to buy online and which products do they consider? How does this differ between occasional and frequent online buyers? What website do they prefer? These and many more question will be a answered in this report. Attached you can find some information from the report on online vs offline spending.
The consumers indicated which share of their DIY product spending in the last 12 months was online and which share was in a brick and mortar shop. This shows Poland, Italy, Germany, the UK and Austria to have a significant share of online spending. In case of any questions, please feel free to contact me directly at firstname.lastname@example.org
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