Understanding the Home Improvement Consumer: Leveraging Purchasing Data to Drive Marketing Decisions

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Jan 28, 2021 @ 1:00 PM EST

Shel­ter­ing in place this past year has ele­vat­ed the impor­tance of the home and will reshape con­sumer con­cep­tions and needs for years to come. Nev­er has it been more impor­tant to under­stand home improve­ment con­sumers and how they are like­ly to evolve. The HIRI Prod­uct Pur­chase Track­ing Study is a com­pre­hen­sive, bi-annu­al sur­vey of home­own­ers’ pur­chase behav­ior, char­ac­ter­is­tics, and atti­tudes relat­ed to home improve­ment, con­duct­ed since 1987.

Our webi­nar, pre­sent­ed in part­ner­ship with NAX­ION, a lead­ing research/​consulting agency, pro­vides study high­lights relat­ed to key mar­ket­ing ques­tions, such as:

  • Which con­sumers to tar­get — What does the home improve­ment con­sumer look like?
  • What pur­chase chan­nels to pri­or­i­tize — How and where does this con­sumer shop?
  • How to mes­sage — Are there atti­tu­di­nal seg­ments that can be leveraged?
  • How to shape strat­e­gy by cat­e­go­ry — How do these dynam­ics dif­fer by prod­uct category?
  • How to plan future mar­ket­ing deci­sions — What trends promise to shape the future?
  • What is the impact of COVID — How have con­sumer behav­iors changed this past year?
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NAXION HIRI 2021 Webinar 012821 FINAL

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