The home improvement industry includes stores that sell a broad range of repair and maintenance products like hardware, tools and electrical goods as well as lumber and structural material for construction and renovations. The colossal home improvement retailers—like Home Depot and Lowe’s—purchase goods from manufacturers and wholesalers to sell directly to do-it-yourself consumers as well as professional contractors. However, small home improvement centers and independent hardware chains often rank higher in customer service ratings than the mega-retailers in this space.
During the COVID-19 pandemic, people began looking for home improvement supplies 26% more often than last year. But it wasn’t clear at the time what caused this surge in search activity. As it became clear the pandemic wasn’t as temporary as initially thought, shoppers shifted their priorities and started investing in projects to make their homes more comfortable.
While there was a pause in home project activity at the start of the pandemic, it has since ticked back up. The big home improvement retailers have been able to capture this rebound, partly due to their ability to serve pro and DIY customers alike with one-stop shopping.
However, as demand shifts, capturing new growth in this dynamic market requires deep insight into modern consumer behavior. With Numerator, you can quickly gain insights into key home improvement shopper groups—like PROsumers & DIYers and Homeowners & Renters—as well as get unparalleled analysis of their attitudes, opinions and behaviors. This allows you to understand leakage at the category and brand level—as well as which shoppers are driving it—and create targeted marketing strategies for your retail partners.