Although the majority of home improvement products is bought offline, an ever increasing part of the customer journey is happening through digital channels, including social media. About half of the European consumers search for information on home improvement...
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What is going on in the construction, installation and home improvement sectors?
Home improvementOptimising the online journey for brands of home improvement products more important than ever before
Online orientation for home improvement products has been on the rise for many years now. Almost half of consumers search for information on home improvement products online, even though the majority of these products are bought off-line. For manufacturers and brands...
Digital media are becoming more important to reach European painters
Painters can be quite traditional, for instance in the ways and channels through which they acquire information and inspiration. Be that as it may, the population of painters is constantly evolving and developing, not only due to market trends like sustainability or...
Impact of gas prices on European households
In the last months of 2021, gas prices started rising rapidly in Europe and continued to do so. Since the Russian invasion in Ukraine at the end of February 2022, gas prices have increased even faster. These increased prices affect all markets and industries in some...
Targeting professional handymen through consumer channels
Professional brands of construction and installation products and materials may be reluctant to place their brand in purchase channels for consumers, and for good reason. After all the effort to create the image of a professional brand, that image may be damaged when...
Outsourced home improvement jobs may change brands’ playing field
For years, the share of home improvement jobs being outsourced was growing, while the share of jobs done by homeowners themselves was declining. As we saw in a previous article, that trend of Do It Yourself (DIY) versus Do It For Me (DIFM)turned around after 2018....
DIY VERSUS DIFM
More than eight years of continuous research on the European home improvement market has provided us detailed insights on how overarching trends, for instance the ageing of the European population, influence DIY behaviour. Meanwhile, we have gathered substantial...
MORE JOBS MEANS MORE SHOPS – EUROPEAN HANDYMEN’S PURCHASING BEHAVIOUR
In a previous article we presented an image of the average European handyman based on interviews with 1700 handymen from seven European countries. Their uniting characteristic seems to be diversity, not only because they perform a diverse array of...
EUROPEAN CONSUMERS EXPECT TO SPEND MORE ON FEWER HOME IMPROVEMENT JOBS IN 2022
Due to all kinds of restrictions over the past two corona-infested years, people were forced to spend more time at home, had more time on their hands, and were left with budget that would otherwise be spent on going out or holidays. As a result, the amount of home...
SHOPPING EXPERIENCE MOST INFLUENTIAL FOR DIY STORES’ IMAGE
Brand image research is an excellent tool to see how a brand is doing in a certain market sector. That does not only count for brands of home improvement products, but also for the stores in which those products are sold. That is why we regularly measure consumers’...
ONLINE ORIENTATION FOR HOME IMPROVEMENT PRODUCTS DIFFERS PER COUNTRY AND PRODUCT GROUP
Consumers often start their orientation for home improvement products online. In fact, online orientation has become so normal that consumers find it useful for every product category regardless of whether they prefer to buy offline or online. That means...
CONSUMERS ALSO FIND ONLINE ORIENTATION IMPORTANT FOR HOME IMPROVEMENT PRODUCTS BOUGHT OFFLINE
In previous articles, we saw that the share of home improvement products purchased online has grown because of the pandemic. Despite that growth, the lion’s share of home improvement products is still bought offline, although those shares differ vastly per...
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Contact our expert:
Dirk Hoogenboom
