Date post: | 15-Apr-2017 |
Category: |
Documents |
Upload: | lurana-mcparland |
View: | 62 times |
Download: | 0 times |
Shopper BehaviorAmong Home Improvement Consumers
HIRI Annual Conference
DIY Shopper Behavior Method Market Overview Household Segments Project Type Motivation Pre Trip Action & Research Channels Shopped In-Store Influences Products Purchased Spend Summary
Agenda
2
DATA PROVIDER
Analytics Custom Research
Syndicated Research
Method - Sources of Information
3
Shopper Behavior
Survey
Qualitative
Research Custom Database
Online Focus Group
In-Home Immersion
SessionShopping
Ethnography
Social Community
Ideation & Innovation
Session
In-Depth Interviews
Method – What’s Included? Tools, Materials, Products for DIY …
Patio, Deck, Porch, Siding, Roof, Gutters,
Fencing, DrivewayGarden,
Landscaping
Kitchen, Bath Remodel Room Addition
Windows,Doors
Interior Maintenance -Electric, Plumbing,
Flooring, Painting
Starting Out (n=18)
Families (n=140)
Married, No Kids (n=67)
Singles (n=96)
Mature (n=178)
Method – Who’s Included? Household Segments – 501 Respondents
• 1-2 adults in HH• May be married• May be children in HH• Not Retired
• 1 adult in HH• No kids• Not retired • 2 adults in HH
• Married• Children in
HH• Not retired
• 2 adults in HH• Married• No kids• Not retired
• 1-2 adults in HH• May be children in HH • May be retired
4% population
19% population
28% population
13% population
36% population
Method – Where? 7 Purchase Channels – Last Trip Made for DIY Materials
Specialty Retailer (54) Discount
Retailer (134)
Hardware Retailers (84)
Lumberyard/ Building Supply (31)
Warehouse/ Club Store (45)
Home Improvement Centers (409)
Department Store (44)
Market Overview
7
18000
20000
22000
24000
26000
28000
30000
32000
1 3 5 7 9 1113151719212325272931333537394143454749515355575961636567697173757779818385878991
Retail SalesBuilding Materials, Lawn & Garden Equipment and Supply Dealers
Mill
ions
of $
Source: U.S. Census Bureau
Retail sales rebounding for Building Material, L&G Equipment & Supplies,
from 2009/2010 low of less than $23,000 million
2005 2006 2007 2008 2009 2010 2011 2012
Household Segments
9
% Population
HH Age - Mean
HH Size – Mean
HH Income – Mean
% Married
% College Degree +
Home: % Single Detached
P6M Trips – Avg
Past Trip Spend – Avg
Starting Out (18)
4%
29
2.7
--
50%
61%
83%
4.1
--
Families (140)
28%
40
5.1
$107k
96%
55%
96%
4.4
$196
Married, No Kids (67)
13%
47
3.0
$83.9k
82%
35%
96%
5.1
$142
Singles (96)
19%
54
2.6
$74k
0%
37%
83%
4.9
$147
Mature (178)
36%
67
2.8
$93.6k
85%
42%
97%
4.8
$155
Household Segments
10
RECENT TRIP
Most Shopped Store Home Improvement Discount Retailer Hardware Store
Store Choice Reason Reputation Location Product Availability Brand In-Store Promotion Price
Reason For Project Aesthetic General Repairs
Starting Out (18)
83%33%33%
87%87%
40%13%
27%33%
33%
17%
Families (140)
77%32%20%
81%82%
62%30%
20%47%
34%
24%
Married, No Kids (67)
82%22%15%
82%67%
64%29%
20%47%
45%
34%
Singles (96)
82%30%15%
85%75%
67%30%
27%34%
41%
27%
Mature (178)
84%22%15%
87%84%
69%43%
20%49%
40%
31%
Household Segments (continued)
11
Shopper Behavior
12
13
Interior room upgrade/ remodel/ maintenance
Add/ Upgrade Garden/ Landscaping
Build/ Upgrade Patio/ Deck/ Porch/ Fencing
Bathroom remodel
Paint exterior/ Replace siding
Most Common Type of Project Interior Room - Remodels, Upgrades, Maintenance
Qu Which type of home improvement project did you buy these materials for?
28%
1 in 4
Shopper
Behavior
Interior room projects most
prevalent among Single Segment
Most prevalent among Mature
Segment
Families Married, No Children Singles Mature
140 67 96 178
29% 25% 34% 24%
Most prevalent among Family
Segment
(Base: 501)
Interior Room Projects Main Reason – Aesthetic Appeal Purchase Decisions – Mostly Male Head of Household
14Qu What was the ONE main reason for your DIY Home Improvement project?
Shopper
Behavior
(Base: 140)
Motivation for Most Recent Project Frequency(Base: 501)
Average Spend
Enhance aesthetic appeal/appearance 39% $155
General repairs/maintenance 28% $148 Enjoyment of working on DIY project 9% $195 Emergency repairs/maintenance 6% $159 Increase value of home 6% $237 Family member request 3% $180 Increase space 2% $224 Prepare the home to sell/put on the market 2% $203 Household member changes 2% $156
Project Motivators – All Projects Main Reason – To Enhance Aesthetic Appeal
15
Qu What was the ONE main reason for your DIY Home Improvement project?Qu On your most recent trip to [home improvement store] how much did you spend on the materials/tools you purchased?
Shopper
Behavior
16
Shopper
Behavior
Household Segments Families Married, No Children Singles Mature
C D E F(Base) (140) (67) (96) (178)
Consulted family members/friends/neighbors 35% 27% 26% 28%
Consulted design expert(s) 9%F 3% 7%f 3%
Googled on the Internet for ‘how to’ advice, tips, specific instructions, etc. 25%eF 21% 16% 13%
Googled on the Internet for design ideas, pictures of displays, color coordination suggestions, etc. 27%EF 22%F 14% 11%
Pre-Trip Research and Activities Families are the most likely to consult with others
Note: A capital letter denotes a statistically significant difference at the 95% confidence level A lower case letter denotes a statistically significant difference at the 90% confidence level
17
Shopper
Behavior
Household Segments Families Married, No Children Singles Mature
C D E F(Base) (140) (67) (96) (178)
Visited retailer websites for ‘how to’ advice, tips, specific instructions, etc. 21%df 10% 18% 13%
Visited retailer websites for design ideas, pictures of retailer/manufacturer displays, color coordination suggestions, etc. 17% 15% 10% 19%e
Visited manufacturer websites for ‘how to’ advice, tips, specific instructions, etc. 17%e 12% 9% 12%
Average Weeks On Project -Start to Finish-
Families = 12Married, No Children = 10
Singles = 11Mature = 11
Mean Satisfaction Planning/Research/Shopping
Families = 4.6Married, No Children = 4.7 c
Singles = 4.8 CFMature = 4.6
Pre-Trip Research and Activities (continued) Families are most likely to research online
Note: A capital letter denotes a statistically significant difference at the 95% confidence level A lower case letter denotes a statistically significant difference at the 90% confidence level
18
Families Married, No Children Singles Mature
140 67 96 178
77% 82% 82% 84%
Channel(s) Shopped Home Improvement Centers are the most common channel visited for home improvement project materials, tools, etc..
Shopper
Behavior
(Base: 501)
19
Qu Why did you choose to go to [STORE] to buy these materials/tools?Qu Which of the following influenced your purchase decision(s) inside the store?
Main Reasons for Channel Pick: Reputation & Trust Main In-Store Influences: Price, Item Availability
Shopper
Behavior
(Base: 409) (Base: 409)
20
Qu During this MOST RECENT trip for home improvement products, what type of materials/tools did you purchase?Qu On this MOST RECENT trip to [STORE], approximately how much did you spend on the materials/tools which you purchased?
Mean Spend/Segment ANY Project
Products Purchased Most Frequently Materials for Interior Room Remodeling Biggest Spenders Overall - Families
Shopper
Behavior
21
Qu During this MOST RECENT trip for home improvement products, what type of materials/tools did you purchase?
Interior Room Projects Products Purchased On Last Trip
Household SegmentsFamilies Married, No
Children Singles Mature
C D E FBase: All Respondents (140) (67) (96) (178)
INTERIOR (NET) 93%EF 90%F 83% 77%
Indoor paint/ stain/ paint brushes /rollers/ tray / trowel/ edger/ paint sprayer/ scraper/ pads sponges/ drop cloths/ tarp 54% 51% 46% 47%
Nails/ screws/ bits/ sandpaper/ tape/ knife/ ruler/ blades/ cutter 42% 46% 39% 35%
Plumbing fixtures/ pipe/ valves/ faucets/ shower heads 24% 28% 26% 28%
Hand held tools (saw/ screwdriver/ hammer/ nail gun/ screw gun/ staple gun/ wrench/ pliers/ tape measure) 24%f 24% 18% 15%
Tile/ grouting tools/ caulk gun 26%F 16% 21% 14%
Trim/ crown molding/ finished hardware 20%F 12% 12% 9%
Power tools (saw/ sander/ router/ drill/ rotary) 23%DEF 6% 10% 8%
Electrician tools /wire strippers/ wiring 13%EF 7% 5% 7%
Ladder/step stool/ tool belt/ tool apron 10% 9% 11% 6%
Shopper
Behavior
Note: A capital letter denotes a statistically significant difference at the 95% confidence level
22
$50
$75
$100
$125
$150
$175
$200
$225
$250
$275
$300
Interior Room Upgrade
$163
Siding/ Gutters/
Roof$227
Kitchen Remodel
$191
Build/ Upgrade Patio/ Deck/
Porch/ Fencing$211
Bathroom Remodel
$171
Paint Exterior/ Replace Siding
$174 Garden/
Landscaping $142
(22)*
Project Spend/ Most Recent Trip Spend is highest for Outdoor Projects: Siding/Gutters/Roofing and Patio/Decks/Porches/Fencing
Mean Spend/ProjectMost Recent Trip
Qu On this MOST RECENT trip to [STORE], approximately how much did you spend on the materials/tools which you purchased?
Shopper
Behavior
(140)
Mean Spend
(48) (36)* (34)* (101)(23)*
*Caution: small base
23
Project Time Frame, Including Pre-Trip Room Additions Take the Longest and May Require Several Shopping Trips
Average Weeks
Shopper
Behavior
*Caution: small base
24
Trip Spend by Store Type Highest Spend – Lumberyard/Building Supply
$165 $176 $226 $216 $190
Shopper
Behavior
Summary
25
Family Segment
Male or Female HH most likely to have a college degree
Highest annual household income
Spends the most on DIY home improvement items
Makes the fewest trips
Most likely of Segments to undertake a Bathroom Remodel
Least likely to undertake a project for aesthetic reasons
Mature Segment
Comprises over 1/3 of the population
2nd highest Segment for spend on DIY home improvement items
More likely to care about Brand name
Most likely to engage in Gardening or Landscaping projects
Shopper
Behavior
Summary (continued)
26
Singles Segment
Least likely to own a single-family, detached home
Lowest annual income
Singles care more about In-Store Promotions than other Segments, but pay less attention to Price in general
Proportionately most likely to undertake an interior room remodel, maintenance, upgrade
Married, No Kids Segment
Smallest portion of the population and least likely to have a college degree
Makes the most trips for DIY items/materials
Spends the least on DIY items/materials
Shopper
Behavior