HIRI has established a research program focused on the online home improvement consumer. In the past, this research has focused on those who conduct research online for their home improvement projects, as well as those who eventually make an online purchase. While this information has been valuable to HIRI and its membership, it has not provided the depth of information that the HIRI membership was looking for.
For 2019, HIRI asked to go beyond the edges of this topic and dig deeper into the online buyer.
–What drives the online consumer to move their purchases online?
–What is the process that the consumer undertakes when purchasing online?
–What barriers must retailers overcome in order to grow their e‑commerce business?