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DIY stores hardly preferred online

Rotterdam, 11-06-2015 ? Potential online customers of home improvement products in Europe do not have a clear preference for certain online stores. They mostly look for the best price, familiar stores and a seal of approval. It is therefore crucial that companies pay attention to these aspects if they want to be successful in selling home improvement products online. This is shown by the latest survey of the European Home Improvement Monitor, a month-to-month indicator for home improvement jobs in Europe by USP Marketing Consultancy based on 26,400 interviews per year.

Where do consumers buy home improvement products online?

The potential for online channels that sell home improvement products is large according to European Home Improvement Monitor. More than half of the consumers in Europe would consider buying a home improvement product online, whereas only 24% did so last year. So there are still many chances left in this market. But where do these consumers prefer to do the online shopping? A significant part is still indifferent (44%) and do not have a clear preference for the type of website where home improvement products are bought. They just look for the best price available. When they do have a preference, most consumers from Austria/Switzerland, France, Germany, the Netherlands, Scandinavia and Spain prefer websites from do-it-yourself stores, while most consumers from Italy and the UK prefer websites for general merchandise. Consumers from Belgium and Poland however prefer the website of the manufacturer.

Knowing the store and a seal of approval are very important to consumers

When consumers look for an online store to buy their home improvement products, they want to be able to trust the website they are buying from. This is why they prefer websites that they are already familiar with or websites with a seal of approval. An average of 41% of the consumers says that they would not purchase at an online store that they are not familiar with and 59% makes sure that the website has a seal of approval. An example of a seal of approval is the Trusted Shops Trustmark. In Belgium and the Netherlands more consumers indicate that familiarity is important than a seal of approval. However, in Austria/Switzerland, France, Germany, Italy, Poland, Scandinavia, Spain and the UK, more consumers indicate that a seal of approval is important than familiarity.

Consumers that shop for home improvement products online pay much attention to the following aspects:

  • The price
  • A seal of approval
  • How familiar the online store is to them

  However, the aforementioned differences between countries should be taken into consideration.

About 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 important and it is expected its importance will grow even further. 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 provides insight in the size of the total home improvement market, 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 2,000 successful interviews are conducted across Austria, Belgium, Denmark, Germany, France, Italy, Poland, Netherlands, Spain, Sweden and the United Kingdom. This means that 26,400 interviews are conducted among European consumers on a yearly basis. The results from this�research are reported 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 up to date in the market.

For more information, please contact:

USP Marketing Consultancy, Business Unit DIY Reinier Zuydgeest Consultant DIY & Living E: zuydgeest@usp-mc.nlT: +31 10-2066900 M:+ 31 6-26936109