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’...
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What is going on in the construction, installation and home improvement sectors?
ConsumerONLINE 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...
PEAK IN ONLINE HOME IMPROVEMENT PURCHASES EXPECTED TO LAST
In previous articles we gave abundant evidence of the impact of the pandemic on the home improvement sector. We have seen that consumers had more reason, time and budget to do home improvement jobs because of being at home more due to corona restrictions. We...
ONLINE MEDIA ORIENTATION – MORE ONLINE SHOPPING FOR HOME IMPROVEMENT PRODUCTS DUE TO CORONA
More online shopping for Home improvement products due to corona As we all know, and most of us have felt, the pandemic has forced many people to stay indoors and work from home. While spending more time at home, people were constantly facing possible points of...
THE SWAY OF SUSTAINABILITY WHEN CHOOSING A DIY STORE
Whether to save the planet or to save money, consumers of this day and age are ever more conscious and caring about sustainability, and the European home improvement market is no exception. Brands and retailers have been answering the call by offering an increasing array of sustainable solutions, and are constantly communicating such efforts because the sustainability image is good marketing. But is sustainability important enough to sway consumers’ decisions, for instance when deciding where to buy the supplies they need for their next DIY job? To find out, we focused the Q1 2021 report of the European Home Improvement Monitor (the report will be available shortly) on sustainability, and asked 6,600 European consumers from 11 countries how important they find sustainability aspects when deciding on DIY products, brands and retailers.
SUSTAINABILITY SUBSIDIES OF THE DANISH GOVERNMENT REACH THE MOST CONSUMERS
Due to COVID, consumers were spending more time at home in the past 12 months. This resulted in increased attention for the house and a large number of home renovations. For several years European governments are trying to motivate homeowners to make their homes more energy-efficient via different subsidies. Until now, Danish consumers used these types of grants the most. About a third of the Danish consumers used this.
ATTIC RENOVATIONS MORE POPULAR THAN BEFORE
In a year with renewed interest in Do-It-Yourself and home improvement, the attic has been a particularly popular area for renovations. The highest increase in home improvement activities was visible in this area, from small decorative jobs to the installation of a new roof and dormer windows, which is good news for suppliers of these products. Other growth areas were renovations in the bedroom and living room. This can be concluded from the monthly research ‘the European Home Improvement Monitor’ which is being conducted in 11 European countries.
OPTIMIZE YOUR COMMUNICATION IN THE GARDEN & LANDSCAPE SECTOR
In order to get the best return from your communication budget, it is important to know how your target group orients itself on products and services. At a time when the number of orientation possibilities is increasing and the way of orientation is changing, it is a huge challenge for organizations to map out the orientation process of their customers and reach them in the right way.
CORDED VS CORDLESS
Sustainability is an increasingly important topic across the globe. It is also gaining importance in relation to the garden power tools that are being used. For a few years now, we have witnessed a growth in electric garden tools at the expense of the petrol- or gas-powered tools. Nevertheless, there is a substantial group of garden owners that puts his faith in the gasoline products. This article will shed light on the current status of the development towards electrical tools and the development towards cordless tools.
THE RISE OR FALL OF DIFM IN HOME IMPROVEMENT?
The European home improvement market is both a traditional market and a changing one. The market has been dominated by the large DIY chains and this will most likely remain the case for many years to come. The very nature of doing home improvement jobs did not change much over the past decades. This does not mean that the home improvement market in Europe is immune to change, it just happens slower and more gradually than in for example the fast moving consumer goods market. Again, this is inherent to the industry and the fact that home improvement behaviour did not change significantly over time. Now there are some key trends affecting the market, slowly evolving the market in a certain direction instead of being a revolution. An obvious contender here is online buying & orientation. This has a profound impact on the home improvement market, but the overall trend is moving slower than in the consumer electronic market for example. However, the trend I would like to cover in this article might be less obvious, but not less impactful for the market; DIY vs DIFM.
BATTERY-POWERED GARDEN TOOLS ON THE RISE
Sustainability is an increasingly important topic across the globe. It is also gaining importance in relation to the garden power tools that are being used. For a few years now, we have witnessed a growth in electric garden tools at the expense of the petrol- or gas-powered tools. Nevertheless, there is a substantial group of garden owners that puts his faith in the gasoline products. This article will shed light on the current status of the development towards electrical tools and the development towards cordless tools.
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Dirk Hoogenboom
