Essential reading for retailers and suppliers in the home improvement market

UK consumers drawn to general online stores for home improvement purchases

Published: 9 March 2018 - Fiona Garcia
Nearly half of consumers in the UK market look to general online stores for home improvement purchases
Nearly half of consumers in the UK market look to general online stores for home improvement purchases

In markets in which Amazon is focusing its resources, the online market for selling home improvement products is getting “Amazoned,” according to the latest European Home Improvement Monitor.

The Monitor has highlighted that general online stores have a strong position in Austria, Germany, Italy and the UK. More than half of the DIY consumers in Austria and Germany have purchased their last home improvement product online at a general online store. Italy and the UK follow closely regarding purchasing at the general online store. About half of the DIY consumers in Italy and the UK buy at this purchase channel when buying online. This is mainly because Amazon and Ebay has a strong presence in these four countries, explains USP Marketing Consultancy, which carries out the study across the European home improvement market. 

Meanwhile, the Monitor reveals that the position of general online stores is less dominant in other countries in Europe and that DIY stores are still the leading online purchase point for consumers when buying home improvement products in Belgium, the Netherlands, Spain and Sweden.

About 64% of the Dutch DIY consumers has purchased a home improvement product online at the DIY store. In Belgium, Spain and Sweden this is slightly lower, but this is still the biggest purchase channels when it comes to online buying of home improvement products. This is because general online players, like Amazon and Ebay, do not have a strong position in these countries, and the DIY stores could (still) take advantage of that, explains USP.
 
Looking at the findings of the Monitor, which surveys 26,400 home improvement consumers in 11 European countries, USP Marketing Consultancy concluded: “In markets in which Amazon is focusing its resources, the online market for selling home improvement products is getting “Amazoned”. This strongly affects the online market share of the large traditional DIY retail chains in these countries.

“Nevertheless, there are plenty of European countries on which Amazon is not really focused or simply absent. In these markets, the traditional DIY retail chains have a better opportunity to flourish. It might be a wise decision for the multi-national DIY retailers to spend their online investments in these countries and avoid the online battle with Amazon.

“At least for a while, they should keep in mind that their investments will be at risk once Amazon enters the market. Since they already proved to be a market changer, also in the home improvement segment.”

SOURCE: USP Marketing Consultancy European Home Improvement Monitor
SOURCE: USP Marketing Consultancy European Home Improvement Monitor


 

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

What do you think?


As we near the end of the summer season, which category is the biggest for you in the build up to autumn and winter?






Latest reader comments

re: B&Q overhauls kitchen and bathroom sales process

B&Q bob
They have taken away showroom staff commission most earning a minimum of £300 a month and replaced it with an extra 50p an hour! So the ...

re: Homebase creditors approve Company Voluntary Arrangement proposal

Robert
Does this mean other premises in the same retail parks, with the same landlords, will also see their rents reduced by 50%? It is only fair!...

re: B&Q overhauls kitchen and bathroom sales process

BQ bob
No employees will be worse off! That's what they said when they changed staff wages two years ago now older staff are £2300 a year worse ...

re: Clas Ohlson to close Croydon store, as it continues to “optimise” UK store base

Leonardo
Clas Ohlson was a favourite shop for shopping. Over the years since it opened I always shopped for small electronic items which were very ...

re: Clas Ohlson to close Croydon store, as it continues to “optimise” UK store base

L Shepherd
It is a pity CL couldn't move across the road to Centrale and set up a new format shop there. Now there is no other shop like Clas Olson ...

Most read stories

Blog and Comment

Dawn of a new age in customer service

Customer service used to be about answering telephones and responding to written requests, but our fast paced, social media driven society ... Read More >>