DIY study: This is what the DIY store of the future will look like

The purchasing behaviour of customers has changed fundamentally. Retailers need to respond to this. Omnichannel concepts, retail platforms or stationary experience-orientated shopping - which sales format is suitable for which customer group?  

In our study "The construction kit for the DIY store of the future", we discuss how retailers and manufacturers are mastering the challenge of identifying relevant customer groups and gaining an in-depth understanding of the requirements and motivations of DIY store customers.

Who shops in DIY stores and online shops and what are their motivations? For our study, we conducted a psychographic survey. We asked more than 500 people online about their reasons for shopping at DIY stores, how often they shop there and whether they prefer to do so offline or online.

Three purchasing groups in the B2C context can be derived from the responses. The largest group, at around 43 per cent, is made up of occasional tradespeople, while around 32 per cent are project enthusiasts. The smallest group is made up of fun shoppers, to which just under 25 per cent belong.

• Occasional DIY enthusiasts - pragmatic and occasion-driven: they shop at DIY stores only a few times a year. And when they do, it's usually in bricks-and-mortar stores. They buy for functional reasons and spend around 175 euros a year.
• Project enthusiasts - innovative and interested: They shop at DIY stores two to three times a month and alternate between online and bricks-and-mortar stores. Their purchases are linked to a fixed purpose. According to our survey, they spend an average of 750 euros a year.
• Fun shoppers - experience-orientated and individual: They can often be found in bricks-and-mortar stores, about once a month. In contrast to the other groups, they shop for fun, for example to realise their own ideas. They spend around 375 euros per year.

The study provides an overview of the needs, behaviours and preferences of DIY store customers and shows which strategic considerations retailers can derive from this. It is clear that the "DIY store of the future" can only be convincing with a valid brand promise and a service and sales concept that is adapted to the different needs of customers.