1、ReportTHE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKETHOW EMBRACING INNOVATION HAS REVITALIZED THE DIY INDUSTRY203The Global Revival of the DIY Industry045 Transformative DIY Shopping Trends07How Omnichannel Commerce Drives Innovation09Product Information Is the Foundation for Om

2、nichannel Success11Salsify Helps Deliver Innovative ExperiencesWhats Inside?3Increased online sales and shifting consumer expectations have given new life to the do-it-yourself(DIY)and home improvement industries.The DIY sector is experiencing a global revival,according to Research Dive,leading it t

3、o become one of the most dynamic markets in the retail world.The European DIY market is no exception;a new industry focus on building shopping experiences has given consumers a fresh opportunity to interact with brands and retailers.The home improvement sector has gone from being almost dormant with

4、 stable sales and traditional services to becoming an innovative playground.While the industry still faces many unique challenges,theres also an enormous opportunity for retailers to stay ahead of emerging trends,embrace new technologies,and launch omnichannel commerce strategies that drive business

5、 results.Explore the current state of the DIY retail market in this report,and learn about the latest growing shopping trends within the sector,get a breakdown of why omnichannel commerce is an essential part of the industrys revitalization,and gain insights into why product information is crucial t

6、o innovation.THE GLOBAL REVIVAL OF THE DIY INDUSTRYTHE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKETThe home improvement sector has gone from being almost dormant with stable sales and traditional services to becoming an innovative playground.a45 TRANSFORMATIVE DIY SHOPPING TRENDS

7、SEVERAL TRENDS HAVE EMERGED WITHIN THE DIY SECTOR,DEMONSTRATING WHY THIS SPACE IS QUICKLY BECOMING A PLAYGROUND FOR DIGITAL INNOVATION.1.Relationships Between Retailers and CustomersAre Getting StrongerAccording to a French study from data analytics company Kantar Group,52%of French shoppers have ha

8、d some contact with a brand within the last 12 months typically through digital contact points.Kantar Group data showed more interaction with email(46%),brand websites(41%),and social media networks(26%)compared to offline methods like telephone(20%),store or agency(13%),and mail(8%).Consumers expec

9、t more than just a business relationship,so retailers should adopt a user-centric approach when developing their business strategies and initiatives.Retailers who understand what their consumers need regarding their requirements,expectations,and blockers are in a better position to shape their exper

10、iences.Its no longer just about selling products.Its about taking the customer on an engaging journey through authentic,seamless,proactive experiences.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKET52%52%of French shoppers had brand contact through digital contact points.48%of F

11、rench shoppershad brand contact through offline means.36%33%30%2.Shoppers Still Value Human InteractionDigital methods are no substitute for a salesperson,however.Although online retail has become a massive part of consumers daily lives,they still value human interaction with a salesperson.Consumers

12、 consider a salespersons expertise,support,and advice as essential factors when making a purchasing decision.The Salsify“Consumer Research 2022”report found that French consumers tend to ask their families and friends for advice to ensure they buy the right product.This trend exists in other countri

13、es,too,with 40%of German and 35%of British shoppers indicating the same preference.According to the Salsify report,advisors and salespeople play a critical role in the DIY sector,with 36%of German,33%of Italian,and 30%of French shoppers seeking advice directly from specialists.Percentage of DIY Glob

14、al Shoppers That Seek Advice From Advisors and Salespeople48%a5Fnac Darty Gives Shopping a Personal Touch French retailer Fnac Darty asks shoppers who visit its ecommerce sites if they would like to be connected with an in-store salesperson.If so,they communicate with a specialist through an instant

15、 messaging tool or a video call on the Fnac Darty website.The concept:Give the support process a personal touch and encourage connection between the retailer and the shopper.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKET50%24%50%of French consumers believe brands must be innova

16、tive to catch consumers attention.24%of French consumers say brands should adopt new approaches to catch consumers attention.3.Shoppers Want Products Faster(and Faster)Global marketing agency Team Lewis reports that 50%of French consumers believe brands must be innovative and 24%say they should adop

17、t new approaches to catch consumers attention.La Belle Vie Prioritizes Speed With 30-minute delivery slots,real-time inventory management,and chatbots available 24/7,global giant Amazon and French online grocer La Belle Vie have paved the way for immediacy and express delivery.Their innovations have

18、 forced other,more traditional retailers to transform their logistics systems to improve response and delivery times.4.Livestream Shopping Is TransformingProduct DiscoveryRetailers are increasingly using livestream shopping to promote and sell products on ecommerce apps and social media platforms.Le

19、roy Merlin Tests Livestream ShoppingJoining forces with home improvement and DIY YouTube influencer Renaud Bauer,French home improvement retailer Leroy Merlin turned to livestream shopping at the start of the COVID-19 pandemic to launch a new range of power tools.Leroy Merlin reports that the number

20、 of visits to its featured product pages increased six-fold on the day of the livestream event and sales increased 270%within 48 hours of the event.a65.VR and AR Offer ImmersiveShopping ExperiencesPhygital is a strategy that unites physical and digital experiences using technology with the goal of o

21、ffering interactive experiences.Phygital points of sale are changing,offering consumers new,more immersive,autonomous,and seamless purchasing experiences all without forgetting proximity,an essential asset for building trust between customers and retailers.Omnichannel commerce,technological innovati

22、on,and continual innovation help brands stand out from the competition in the DIY industry.Several omnichannel commerce trends have emerged,highlighting why having an omnichannel presence is essential for modern commerce.Virtual reality(VR)and augmented reality(AR)are reshaping how shoppers engage w

23、ith DIY products.These technologies help shoppers assess products and picture them in their surroundings,offering a more immersive experience.“Customers need advice and reassurance when they buy products online.Its not easy to buy a sofa online.Its hard to predict the comfort or feel of the sofa or

24、the space it takes up,”Marianne Gosset,co-founder of home decor retailer The Socialite Family,said in an interview with Bpifrance.“Brands have therefore had to adapt to help their customers enter the online scenario.”VR and AR technologies are reinventing customer journeys and online shopping experi

25、ences,giving retailers the opportunity to offer consumers satisfying digital experiences that can enhance in-store experiences.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKETHOW OMNICHANNEL COMMERCE DRIVES INNOVATIONCompact Stores Offer Phygital OpportunitiesAccording to the Dig

26、ital Economy Association,out of the 12%of retail professionals across industries that predicted positive growth in 2020,nearly seven out of ten said digital media would be the major contributing factor.The digital media trend is now heading toward local commerce,and retailers are fully embracing it

27、by investing in more compact store formats in city centers.This new type of business presents two opportunities for retailers:First,it allows them to reach a more urban target group.Second,it enables them to show their brand in a new,more immersive,exclusive way.For home improvement and DIY retailer

28、s,this compact format is similar to a showroom,where retailers can showcase products and change them to align with collections,creating inspiring displays for consumers.The compact format works in conjunction with ecommerce sites:A shopper sees a product.They like the product and place an order.For

29、it to work,the approach must leverage a completely phygital,omnichannel commerce strategy.a7Castorama France Tests New Phygital FormatsCastorama France has invested in this compact format to make products more readily available and to help consumers take advantage of new services.“Opening these stor

30、es is part of a strategy to modernize and develop new formats,which we are embarking on via a pragmatic test-and-learn method,”Franck Moreno,retail director of home improvement and DIY retailer Castorama France,said in an interview with LSA.“We can use this format to test our products and services a

31、nd adapt them to urban customers.”Seamless Shopping Experiences Connect at Every Touch PointAccording to research from digital transformation association Acsel,86%of French companies that implemented an omnichannel strategy based on drive-ins,click-and-collect,and other phygital shopping experiences

32、 have seen sales growth.The research also found that 78%have improved customer satisfaction and loyalty.Proximity is no longer simply an issue for physical sales.Ecommerce is becoming just as attractive for consumers as physical points of sale.A growing number of stores are being established around

33、spaces dedicated to leisure or service-related experiences.These sales and purchasing models require digital tools and carefully designed systems to deliver seamless online and in-store customer experiences.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKET86%86%of French companies

34、 that implemented an omnichannel strategy have seen sales growth.Les Mousquetaires Drives New Customer ExperiencesFurniture and home goods retailers Bricomarch,Bricorama,and Brico Cash,all part of Les Mousquetaires,have defined a new retail concept called the new customer experience(NCE).The NCE is

35、based on evolving customer consumption patterns that highlight a preference for physical proximity and an omnichannel commerce approach.NCE relies on tactics like personalized support and adapting new services and innovative solutions for each catchment area.It aims to inspire and guide clients from

36、 start to finish in their home improvement projects.78%78%of French consumers experiencing an omnichannel strategy have improved customer satisfaction and loyalty.a8Autonomous Stores Support Speed and Customer ExperiencesAutonomous stores brick-and-mortar stores that offer checkout options without a

37、 cashier are one type of retail experience growing in popularity.While this checkout format has become most prominent in the grocery industry,it could be a successful tactic for DIY and home improvement brands to optimize customer experiences.Autonomous stores can help retailers reduce waiting and c

38、heckout times and send customer receipts via email or text message.Retail company Carrefour,for example,is currently testing Flash 10/10,an autonomous store concept that offers 900 items and gives shoppers 10 seconds to shop and 10 seconds to pay.Advanced technology is the key to this ultra-fast ser

39、vice:Cameras quickly identify customers and transform them into anonymousavatars in their systems,tracking their movements.Store shelves are fitted with weight sensors to analyze which productsare picked up and put down.When it is time to pay,a tablet identifies the selected products noscanning invo

40、lved which can be paid for with contactless paymentif they do not exceed a predetermined amount.Thanks to the diversity of point-of-sale models,its possible to enter new markets and reach new target groups.Proximity is digitizing to fulfill consumer needs,while autonomous stores create a seamless sa

41、les experience.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKETWrth Sells Direct at Building Sites Although autonomous stores will have to evolve a little more before becoming the new norm in the DIY and home improvement industry,some are already seeing positive results.Tool spec

42、ialist Wrth,for example,co-created a staffless container store with French startup Belive.ai to sell products directly on building sites.Shoppers use a name badge to access the store.Cameras analyze their movements and compare before and after images of the aisles.Belive.ai also uses image analysis

43、with human intervention if the system isnt certain what its viewing.An alert is then sent to Wrth staff to go and tidy up the store or restock the shelves.If an item is put back in the wrong place,the system will detect it.a9Product Information Is a Pillar of Omnichannel CommerceProduct information

44、plays an integral part in the customer journey when it includes the right details and reaches customers at the right time.Because consumers now demand a seamless shopping experience,product information must be easily accessible.Whenever a shopper is in the buying process,product information should g

45、ive them the information they seek no matter where they are on the digital shelf.Mr.Bricolage and Jardiland Make Physical Stores a Digital AssetSome DIY and home improvement retailers like Mr.Bricolage and Jardiland leverage the Internet of Things(IoT)technology platform VUSION Retail to create elec

46、tronic labels.This tool helps make physical stores a digital asset,allowing the retailers to fully automate their stores,optimize their management processes,and build better experiences in their points of sale.THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MARKET73%50%48%88%88%of Fren

47、ch consumers seek information before making a purchase.PRODUCT INFORMATION IS THE FOUNDATION FOR OMNICHANNEL SUCCESSConsumers worldwide are more likely to make a purchase when the product page has personally relevant images,videos,copy,and reviews.This preference is true for 50%of French,48%of Germa

48、n,and 73%of British shoppers,according to the 2022 Salsify consumer research.Product information is the key to a successful experience:A 2021 survey by OpinionWay for Salsify,The French World of DIY and Home Improvement,reports that 88%of French consumers seek information before making a purchase.Th

49、ese consumers used to get this product information from their peers,but digital technology is reshaping this process today.Percentage of Consumers That Are More Likely To Make a Purchase Due to Personally Relevant Product Contenta1046%THE CURRENT STATE OF THE EUROPEAN DIY HOME IMPROVEMENT RETAIL MAR

50、KET46%44%Product Information Helps Make the SaleDIY and home improvement shoppers want the right information at the right time and theyre particularly keen to seek out this information when making home improvements.Nearly a third of French people cite their own lack of technical experience as the ma

51、in obstacle in making a purchase,according to research from Bazaarvoice.Winning over these shoppers in the DIY and home improvement market requires having good,accurate product information.The 2022 Salsify consumer research found that 46%of French,44%of German,and 46%of British shoppers will abandon

52、 a sale if they dont find relevant product information.Percentage of Consumers That Will Abandon a Sale Due to a Lack of Relevant Product ContentProduct Information Is at the Heart of New TrendsProduct Information Is at the Heart of Automation The rise of transformative DIY and home improvement shop

53、ping trends has led to a new challenge for retailers:Shoppers now want more product information than ever.Product information now must include details on the French repairability index,product durability,and product origin,as these attributes have become influential in buying decisions.Clear,accurat

54、e,and helpful information can help you build trust with shoppers.Product information is at the very heart of digital transformation for retailers.High-quality information guarantees operational excellence and creates a relationship of trust with consumers.Information is necessary for new sales exper

55、iences,such as compact,omnichannel,or autonomous shopping experiences.It can potentially trigger a purchasing decision at a time when consumers are becoming increasingly independent.Providing all your distribution channels with the right information is an absolute necessity.aNot only does product in

56、formation help build trust,but its also a decisive factor for your brand image.Discover how Salsify can help your business speed its time to market,encourage team collaboration,and gain essential insights for optimizing shopping experiences.Request a guided demo of the Salsify Commerce Experience Ma

57、nagement(CommerceXM)Platform to learn how it can help you win on the digital shelf.Salsify empowers brands,retailers,and distributors in over 100 countries worldwide to build shopper-centric,frictionless,and memorable commerce experiences.These experiences help increase brand trust,amplify product d

58、ifferentiation and assortments,boost conversion rate,grow profit margins,and speed time to market.Learn why the worlds largest brands like Mars,LOreal,Coca-Cola,Bosch,and GSK and retailers and distributors like E.Leclerc,Carrefour,Metro,and Intermarch use Salsify to stand out on the digital shelf.Request DemoSALSIFY HELPS DELIVER INNOVATIVE EXPERIENCESABOUT SALSIFYVisit UsContact Us