explore our market researches

Market reports

See all

News I published 21 March 2023

Consumers value shopping experience over product quality when rating DIY stores

Every year, we focus on branding in the home improvement sector in one of the quarterly reports of our European Home Improvement Monitor. Aside from measuring consumers’ awareness of brands of home improvement products in 14 categories, we also measure their satisfaction with DIY stores they buy such products.

The results show which DIY stores consumers are most satisfied with in 11 European countries. Currently, the highest-rated DIY stores in Europe are Leroy Merlin, Castorama and HUBO, all getting almost the same general satisfaction rating.

This is the same top three as last year. Compared to this slightly underwhelming revelation of who is at the top, it is far more interesting to know how to get to that top. What does a DIY store have to do well to truly satisfy its customers and distinguish itself from competitors?

The shopping experience has the most influence on customer satisfaction with DIY stores

To understand how DIY stores can distinguish themselves, we did not just measure consumers’ general satisfaction with DIY stores, but also their satisfaction with certain aspects. We also measure how important each aspect is for their general satisfaction with the DIY store. That importance tells us which aspects you need to excel at to be at the very top of European DIY stores in terms of customer satisfaction.

The aspect that influences consumers’ general satisfaction the most is the shopping experience. The power of this shopping experience should not be underestimated, as this most influential aspect is followed at quite a distance by product quality. So providing your customers with an excellent shopping experience is a good way for a DIY store to distinguish itself. This will turn existing customers into promoters, will raise brand awareness and will attract more customers.

Sustainability does not seem to influence customer satisfaction much

In third place, it seems that price is a lot less important. Following closely, the service and advice provided at DIY stores do not seem to influence consumers’ general satisfaction with those stores that much either. At the very bottom of the list, we find sustainability. Despite the fact that sustainability is an enormously hot topic in general, it seems to influence satisfaction with DIY stores the least.

That does not necessarily mean that DIY stores should not bother with sustainability though. We are merely talking about the influence of sustainability on customer satisfaction. This does not necessarily mean that sustainability has no influence on consumers’ choice of a certain DIY store. We know from previous research that sustainability can indeed sway that choice in a more sustainable direction.

Focus on the right aspects to optimise satisfaction, loyalty and turnover

This shows that DIY stores, or any company really, can truly satisfy its customers and distinguish itself from competitors by focusing on the individual aspects that customers find most important. The two top stores are not winning on price, for instance. They are not even in the top five regarding attractive prices. But they do get the highest general satisfaction ratings because they provide their customers with the best shopping experience.

But what makes a good shopping experience? In this research, we focused on five main aspects when measuring customer satisfaction with DIY stores. For a more detailed picture, these can be broken down into more specific aspects of the entire customer journey. That is what we do in our dedicated customer satisfaction research, which shows our clients which aspects they should focus on to improve customer satisfaction, loyalty and thus, turnover.

Please contact USP Marketing Consultancy for any enquiries about customer satisfaction research or any of our market research disciplines. For an overview of consumers’ opinions of DIY stores in 11 European countries and home improvement brand performance in 14 categories, we refer you to USP Marketing Consultancy’s European Home Improvement Monitor.  

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.


Home Improvement



Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.


BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses


Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.


Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


BIM Q1 2024

2024 84 pages


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Challenges toward sustainable future Q4 2021

2024 111 pages


Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.


European Heat Pump Monitor: Homeowners’ insight


The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.