Complex signals

For the Italian DIY market the year 2009 failed to send out any positive signals (even before the figures for the last few months were out). Such signals include the data on the first seven months compiled by GfK Retail & Technology Italia, which also fail to reveal any encouraging signs. Even if it is true that the volume of business in the DIY superstore channel of distribution experienced an increase of 1.9 per cent between January and May, it also cannot be denied that this rate of growth was only achieved when new store openings were taken into consideration. The fact is that the figures would be in the negative range without these new openings. Incidentally, the retailers are also expressing their concern with regard to the full year's results even if the monitoring results of 30 June 2009 in respect of new outlets do show a level of development that is lively overall, with 19 new stores of which only five belong to multiples or franchise operations. In fact the data partially contradict the gen-erally-held opinion that people tend to do more jobs themselves in times of crisis; but it is also true that - depending on geographical location, product assortment and special store features - we are presented with very varied conditions showing equally varied results. Has the price become such a significant variable? It is certain that DIY cannot escape this tendency. However, having reached a decision to paint our house or just one of its rooms, the market information on breathable paint, for instance, tells us that we cus-tomers prefer a quality product even if the price is higher. At least that is the way we behave when we go shopping in a DIY store. The DIY market is once again proving to be relatively complex, not only in terms of the great number of very different goods available there, but also in terms of customers? buying behaviour. Indeed, only one element seems to remain constant in Italy over the course of time: consumers? basic interest in do-it-yourself and the prevailing terms and conditions.
Giulia Arrigoni
DIY International, Italy
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