Knowing how a consumer shops for their products is nearly as valuable and knowing what types of products they are searching for. This highlight report gives insights into some of the thought processes and opinions of potential customers. Some highlights include:
- On average, more customers typically shop at the same store for home improvement products (60%) regardless of what products they are shopping for. While there is a very slight correlation with number of shopping options, convenience is more likely the biggest factor. To be able to get all of their products in one or very few stores gives customers more time to actually not only complete their work, but have spend time in leisure activities as well. Home centers tend to be the way to go for most customers, which is no real surprise.
- There is still some hesitance with online purchasing with nearly one-third saying there are products that they will never purchase online. On the flipside, only 8% will seemingly purchase anything online. While not stated in this survey, other HIRI studies have indicated several factors are involved, including physical characteristics of products (like paint color) and shipping cost factors.
- In a time where we have seen product and material shortages, customers generally do not hesitate to shift their purchasing to other stores if what they need is out of stock at their first choice. Most will not wait for stock to return at their primary purchasing location.