Home improvement products can make a major impact on a consumer’s life. From putting in a new kitchen, installing a roof or even changing a paint color, these types of projects often require specialty items that aren’t always readily available in traditional retail stores. That’s why it’s no surprise that these products are increasingly purchased online, with nearly two in three consumers shopping for these kinds of products online.
This is especially true among Gen Y consumers, who are twice as likely to purchase home improvement products online than boomers. However, the industry still faces challenges with its online offerings. In particular, the information needs of shoppers who shop for these types of products continue to revolve around pricing information and product reviews. 65% of consumers report regularly checking prices when shopping for home improvement products online, while 50% seek product reviews. Furthermore, 36% of shoppers report looking for install instructions or videos when searching online for these types of products.
In addition to price, shipping costs were also a significant barrier for many shoppers shopping online for these products. This is especially true for bigger purchases, such as outdoor power tools and other larger hardware. Consumers who purchase these products also reported a greater desire to be able to examine the physical characteristics of their home improvement products, such as paint colors and textures, in person.
To help address these hurdles, retailers should offer a variety of delivery and pickup options as well as integrate real-time supply and inventory monitoring. This will not only enable flexible shopping, but it will also alert customers to shipping and delivery delays tied to ongoing issues like weather or supply disruptions.