While the number of DIY shoppers is down on last year, there are positives. It has improved its loyalty in all socio-demographic groups and it has a greater share of 25–34 year olds, indicating that these shoppers are returning to the sector. These gains are testament to the improvements these retailers have made to their offer. Retailers must now address their weaknesses to keep this momentum.
Identify how main players in DIY drive loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration
Understand which strategies are most effective at driving customer loyalty in DIY and justify your own business investments
Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities
The proportion of female DIY shoppers has improved by 1.5 percentage points in 2014 to 40.6%. Factors behind this growth include women feeling more confident about doing DIY projects & the greater accessibility of products, such as online how to guides. Stores which offer greater convenience, such as Wilkinson and the grocers, particularly appeal.
After last year's comparatively weak performance, B&Q has made gains across the board with greater conversion and loyalty. However, despite these improvements, there are areas it must work on. it is losing ground on price and its sister fascia is gaining ground on them. Its new strategy of better communicating prices in-store should counter this.
Reasons To Buy
How has the profile of the consumers shopping at the main DIY players changed over the past year and what has caused this?
What drives consumers to shop for DIY at both you and your competitors? What makes them disloyal?
How many other stores do your shoppers use for DIY and what stores are these? Will these be a threat going forward?