DIY retailers suffer brand awareness problem, Bazaarvoice

Hardware and DIY stores are struggling to raise awareness at a national level, according to research by Bazaarvoice involving 4,200 consumers in the UK, France and Germany.

Just 6 out of 15 stores were recognised by more than 10% of consumers. B&Q emerged the most well-known (81%), followed by Homebase (74%). Maxwells, Pickles, Worleys and Ray Grahams all struggled. The research also found that Brits’ purchasing decisions are overwhelmingly influenced by price (60%) and proximity (45%) to physical stores, with consumer loyalty towards certain brands pushed aside.

A key barrier hardware retailers have yet to overcome is customer experience – from product research to project execution. While 66% of UK consumers stated that they’d be comfortable with simple household maintenance such as changing a light bulb and painting rooms in the house, confidence drops to 46% when it comes to larger projects.

“Consumer uncertainty around DIY projects is much the same as it has always been, what has changed is the means by which DIY-ers can seek out advice and the experience they expect from brands” says Joe Rohrlich, Chief Revenue Officer at Bazaarvoice. “The internet is a melting pot of information, opinions and shared experiences with plenty of systems to ensure the most accurate information is put in front of the consumer when they need it most.”

This doesn’t end once the purchase has been made; 37% of consumers look to YouTube for support when carrying out the project itself – this rises to 46% in Germany. Moreover, 44% of British consumers will call on peers for help, with 31% heading to the DIY retailer website.