THE RISE OF DIY: HOW TO CATER TO THE HOME IMPROVEMENT MARKET

The Rise of DIY (Do It Yourself) trend has been on an upward trajectory for years. From homeowners looking to spruce up their living spaces to novices aiming to learn new skills, the home improvement market is flourishing. For retailers and hardware specialists, understanding this trend and effectively catering to it can be the key to substantial growth. So, what’s behind this DIY boom and how can businesses effectively serve this eager market?

Understanding the DIY Wave

1. Historical Context: The DIY movement isn’t new. During times of economic downturns or periods of introspection, many turn to home projects. They offer a sense of accomplishment and often serve as cost-saving measures. During the COVID-19 pandemic, for example, many people spent more time at home, which resulted in an uptick in home improvement projects.
2. Digital Influence: The rise of platforms like Pinterest, YouTube, and Instagram has democratised information. Today’s DIY enthusiast has access to endless tutorials, reviews, and inspiration at their fingertips.

Catering to the DIY Enthusiast: Multiple Perspectives

1. Offer In-depth Guidance and Workshops: Offer in-store workshops or online webinars that cater to both beginners and advanced DIYers. This not only positions your store as a knowledge hub but also drives customer loyalty and trust.
2. Broad Product Range: A diverse product range that caters to both beginners and professionals can be beneficial. While the novice may be seeking basic tools, the seasoned DIYer might be looking for specialized equipment.
3. Interactive Store Layout: Consider an experiential store layout where customers can touch, feel, and even test out products. This can increase engagement and boost sales.

The Importance of Going Digital

• Online Storefronts: With the rise of e-commerce, having an online presence is essential. Make sure your digital storefront is user-friendly, mobile-optimized, and has an efficient checkout process.
• Digital Tutorials: Leverage the power of video content. By offering digital tutorials or partnering with influencers in the DIY space, you can reach a broader audience.

Partnering with a DIY Influencer: Advantages for Businesses

In today’s digital age, influencers wield significant power and have an extensive reach, especially in niche markets like DIY. Partnering with a DIY influencer can offer numerous advantages for businesses:

• Targeted Audience Engagement: DIY influencers have a dedicated following of enthusiasts who trust their recommendations. Collaborating with them ensures that your products or services reach the right audience.
• Authenticity and Trust: People often trust influencers more than traditional advertising, viewing them as authentic voices in the community. A genuine endorsement from a DIY influencer can increase the credibility of a product.
• Content Creation: Influencers excel at creating engaging content. By collaborating, businesses can benefit from high-quality tutorials, reviews, or showcases that highlight their products in real-world scenarios.
• Increased Traffic and Sales: A mention or feature by a well-followed influencer can lead to increased traffic to your online store and potentially boost sales.
• Trend Forecasting: Influencers are often at the forefront of emerging trends. Partnering with them can give businesses insights into what’s upcoming in the DIY world, helping them to be proactive rather than reactive.
• Cost-effective Marketing: Compared to traditional advertising avenues, influencer partnerships can offer a higher return on investment, especially if it’s a mutual collaboration where both parties benefit.

A great example of a DIY influencer is DIY with Elle, a South African-based influencer who showcases easy-to-follow DIYs.

E-Commerce Trends in DIY Home Improvement

The world of e-commerce is constantly evolving, and the DIY home improvement sector is no exception. Staying updated on these trends can give businesses a competitive edge. Here are five e-commerce trends in the DIY sector that retailers and hardware specialists should keep an eye on:

• Augmented Reality (AR) Integration:
  Consumers are increasingly looking for tools that help visualise the end result of their DIY projects before making a purchase. AR tools that allow users to virtually “place” products in their homes or see a simulation of the final result are becoming increasingly popular.
• Personalised Shopping Experiences:
  Using data analytics and machine learning, many e-commerce platforms now offer tailored shopping experiences. By analysing a shopper’s behaviour and preferences, businesses can recommend products that are more likely to resonate with them.
• Subscription-based Models:
  Instead of one-off purchases, there’s a growing trend towards subscription-based models. This could be in the form of monthly tool rental services, regular maintenance product deliveries, or even curated DIY project kits.
  
• Future, Voice-activated Shopping:
  With the proliferation of smart home devices like Amazon’s Alexa or Google Home, voice-activated shopping is on the rise. Integrating this feature can streamline the shopping experience for many customers. According to The Vega School of Brand Design “…it was discovered that there was a common theme of acceptance and positivity amongst South African Generation Z consumers towards voice shopping. These themes were based on the perceptions of convenience, speed and the ability to multi-task or complete tasks hands-free.”
• Sustainability and Eco-conscious Products:
  The demand for green products is not just a passing phase. More consumers are prioritizing products that have a minimal environmental impact, are sustainably sourced, or help them reduce their carbon footprint.By integrating these trends into their strategies, businesses can ensure they’re not only meeting current consumer expectations but also future-proofing themselves against the ever-evolving digital landscape.

Sustainable and Eco-friendly Options

Many DIYers are conscious about the environmental impact of their projects. Offering eco-friendly products or guidance on sustainable home improvement can set your business apart.

After-sales Support

Post-purchase support, whether it’s in the form of product guarantees, customer service helplines, or additional online resources, can be a deciding factor for many customers.

Conclusion

The DIY movement is more than just a trend; it’s a testament to human ingenuity and the desire to create. For retailers and hardware specialists, understanding and effectively catering to this market is not only profitable but also immensely rewarding.