Digital gateway

Buying online is growing in popularity among DIY enthusiasts in Europe. When asked where they last purchased DIY or garden tools, nearly one in five (22 per cent) of customers said over the Internet.
And yet this consumer behaviour doesn’t necessarily fly in the face of the DIY retail trade. On the contrary, 41 per cent of shoppers used the websites of DIY stores when buying online. On the other hand, 66 per cent of consumers say they would prefer to get DIY products from their local store. They wish to look at home décor accessories and DIY tools in the store and try them out. Nearly a third (28 per cent) of customers like to seek advice from sales staff.
These figures are taken from the Europa Konsumbarometer 2014, a representative consumer survey commissioned by Commerz Finanz GmbH. “When it comes to home furnishings, European consumers are especially picky. Taste is a key factor here,” says Dr Anja Wenk, head of the distribution management division of Commerz Finanz GmbH. “That’s why bricks-and-mortar retailers are important. For instance, consumers want to experience colours and materials directly to form their own undistorted impression of them. In the case of DIY tools and garden equipment, durability and the most favourable guarantee terms are particularly important. Consumers prefer to buy from specialist DIY retailers, even online.” The study determined a so-called web-to-store phenomenon: 43 per cent of consumers read up the information they need beforehand on the Internet and then make the final purchase in store. Conversely, only eleven per cent of Europeans ask for information and advice in store and after that purchase their chosen product online. And the study has more good news in store for retailers: Europe’s consumers want to spend more again – and expenditure on house and home items is high on the wish list. 38 per cent of consumers intend to carry out work on interior fittings and refurbishment in the next twelve months. This figure is up five per cent from last year. 31 per cent of consumers aim to buy new furniture, while 25 per cent intend to purchase DIY or garden tools, putting these items in sixth place on the list of the most important intended purchases.
It’s clear that the Internet is likely to carry on growing in importance for retailing generally – and that bricks-and-mortar stores need to adapt to cater to the expectations of their customers. 37 per cent of Europeans are thinking of doing more shopping online, but they…