In order to obtain a representative overview of the economic impact of the current crisis on the Belgian market, Serviceplan Group, in collaboration with PUB, conducts a survey twice a month, spread over four waves, of 600 respondents aged between 18 and 69. Today, we’re taking a look at how the Coronavirus pandemic influences our consumption of home improvement & DIY products.
DIY and Home improvement consumption increased over the weeks in isolation, with an uplift of 2 percentage points of people stating that they are purchasing more. This category might have been positively impacted with the reopening of stores on week 19.
The offline share has increased from 33% to 47% (14p.p) as shops reopened. This indicates people’s preference to buy this category in-store when possible.
We see that it is mostly young people who are taking advantage of the new situation to make changes in their homes: 64% between 18 and 39 years old, mostly employed full-time or part-time and students. This behavior appears more significantly in Antwerp, East Flanders, Flemish Brabant and Brabant Wallon.
In W19-20, 8th and 9th week of the isolation measures, 11% of the consumers declared an increase of purchase in this category (vs 9% in the beginning of April), and they are generally feeling more optimistic about the whole situation.
The DIY/Home improvement consumers pay special attention to all attributes: price, quality, service, regional products and brand. This shows that they take several elements into consideration when making a purchase. Also, with the reopening of stores there are opportunities to enhance in-store purchasing experience elements, such as variety, offers, and consultation.
That’s it, we’ve presented all the results of our two-months long Corona Tracking. Thank you for having accompanied us every week.
If you want to know how exactly your brand’s consumers’ purchase behaviour has changed and what you have to do to adapt to their needs efficiently and ensure the survival of your brand through these complicated times, contact us at firstname.lastname@example.org. We’ll gladly set up a date at your best convenience to host a workshop for you and your team, in full compliance of the security measures of course.