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Nieuws I gepubliceerd 27 January 2022 I Reinier Zuydgeest

CONSUMENT MEER BEPALEND BIJ AANKOOP VERF

Groei van online kanaal

Het is geen verrassing dat het aandeel van online kopen is gegroeid in de eerste helft van dit jaar. Terwijl inwoners van diverse Europese landen werd geadviseerd om thuis te blijven, nam online bestellen van producten een vlucht. Dit gegeven in combinatie met een piek in klusgedrag, leidt tot hoge online verkoopresultaten voor verf. Op Europees niveau is het aandeel voor online verfkanalen verdubbeld ten opzichte van 2019. Vooral in het Verenigd Koninkrijk is het online aandeel voor verf hoog (18% van alle verfaankopen vindt daar online plaats).

De rol van de professional minder belangrijk in de aankoop beslissing

In de eerste helft van dit jaar brachten Europeanen meer tijd thuis door dan normaal. Daarnaast was men niet altijd bereid om een professional thuis te ontvangen. Het leidde ertoe dat men zelf meer ging klussen en dus vaker een verfklus zelf uitvoerde. Om deze reden is het aandeel van professionals die de verf kopen voor een residentiële klus met 14% gedaald. Tevens lijkt het aandeel van de bouwmarkten te zijn gedaald, maar dit is deels gecompenseerd met een stijging van hun online verkopen. Geconcludeerd kan worden dat de veranderingen er in ieder geval voor hebben gezorgd dat de consument meer bepalend is geworden bij de aankoop van verf.

Het nieuwste rapport van de European Home Improvement Monitor richt zich op kanalen en de rol van online winkels bij de aankoop van klusproducten. Het onderzoek wordt maandelijks gehouden in 11 Europese-landen onder 26.400 consumenten per jaar. De resultaten zijn beschikbaar voor alle belangrijke categorieën in doe-het-zelf.

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