DIY Store Visitors as an Exciting Target Group: Current Insights
Article
In fact, three quarters of all German households visit a hardware store at least once a year – an impressive number that underscores the importance of hardware store visitors as a target group. While a few years ago the typical hardware store visitor was still predominantly male, today the proportion of women already accounts for 50 percent.
Furthermore, the dynamic development of the DIY segment is also evident in the growing variety of offerings. The number of DIY courses has more than doubled from 620 in 2014 to over 1,400 in 2016, with 20 percent of these courses specifically designed for women. In this analysis, we take a detailed look at the changing target group of hardware store visitors and examine what characterizes them today.
Who are today's hardware store visitors?
German hardware store visitors form a diverse target group that has changed significantly in recent years.
An overview of demographic characteristics
OBI, Hornbach, Bauhaus, and Toom are among the most visited hardware store chains in Germany [1]. Interestingly, the gender distribution shows a differentiated picture: While the proportion of men is higher at OBI, Hornbach, and Bauhaus, Toom’s customers have a balanced gender distribution [1]. There are also differences in income levels - around 17 percent of Hornbach customers have a monthly net income of 3,000 euros or more, whereas only around 12 percent of Toom customers do [1]. Currently, there is a remarkable interest in DIY - in 2024, there were approximately 11 million people in Germany who expressed a special interest in DIY and do-it-yourself work [2].
Differences between hardware store chains
In terms of brand awareness and image, OBI leads with a score of 61.9 in the SPLENDID RESEARCH BRAND INDEX [3]. OBI not only has a very high awareness of 94.2 percent, but also achieves a very good score of 65.7 for brand image [3]. It is followed by Hornbach (56.8), as well as Toom and Bauhaus (both 56.1) [3]. Notably, Tedox has the best image among hardware stores (66.8), but due to low awareness (23.7 percent) lands only in 10th place in the rankings [3]. With the market shares being as follows: Obi (28%), Bauhaus (14%), Hornbach (14%), Toom (13%), Hagebau (11%), and Globus (6%) [4].
From DIYer to DIY enthusiast
The evolution from the classic DIYer to the modern DIY enthusiast took place in several phases. While the term "Do it yourself" has been in use since the 1950s, when people discovered DIY as a creative and cost-saving activity, the sector developed into DIY 3.0 with integrated digital tools in the digital age [5]. The latest development is DIY 4.0 - characterized by the integration of advanced technologies such as artificial intelligence, the Internet of Things, augmented reality, and 3D printing [5].
The change in gender roles is particularly striking. Platforms such as TikTok have democratized DIY knowledge - 26 percent of Gen-Z women now tackle complex DIY tasks like bathroom installations or building extensions after watching instructional videos [6]. At the same time, women today are just as likely as men to use tools like nail guns or floor sanders [6].
The customer journey of hardware store visitors
The digital transformation has fundamentally changed the shopping habits of hardware store visitors. The path to purchase often begins long before entering a hardware store today.
Information search before the visit
For most customers, the hardware store customer journey already starts online. A survey by POSpulse and the BHB shows that 80.5% of respondents research online beforehand, while only 39.4% browse printed brochures [7]. In online research, Google is the clear leader as a source of information with 67.1% [7]. Remarkably, nearly a third of all DIY purchases begin with a Google search [8].
However, the reasons for digital pre-research vary: While 64.6% of users want to compare prices and offers, 55.5% are looking for inspiration for their projects [7]. These figures underscore how important digital presence has become for hardware stores.
Decision factors in choosing a hardware store
Despite hardware store operators' efforts to differentiate themselves through marketing, the crucial factors for choosing a hardware store are surprisingly practical. Perceived product quality is the most important criterion, followed by proximity to the location and the selection offered [9].
In contrast, personal factors such as the friendliness of the staff rank only fifth, and service level sixth [9]. Moreover, the painstakingly honed brand profile seems less relevant to customers – the retailer's image lands last among the surveyed store attributes [9].
An interesting finding: Obi’s customers don’t differ significantly in their preferences from Toom or Hagebau customers [9]. The perceived differences between the various hardware store chains are much smaller than hoped by the companies.
Shopping behavior
Shopping behavior in hardware stores is influenced by various factors. Situational and sensory stimuli like hunger, light, scents, or music can significantly influence purchase decisions [10]. Additionally, three main types of purchase decisions can be observed:
Rational purchase decisions: The cognitive aspect predominates here, such as when purchasing insurance
Impulsive purchase decisions: Emotions are in the foreground, such as spontaneous purchases after a stressful day
Extensive purchase decisions: With high-quality, expensive products, both the emotional and cognitive aspects are equally pronounced [10]
In fact, one in three hardware store visitors now demands more support when shopping – a signal for the growing importance of advice [11]. Among heavy online shoppers, this share is even 46%, illustrating that simple procurement purchases are increasingly happening online [11].
Digital behavior of the Home & Garden target group
The Internet is significantly changing how Home & Garden enthusiasts interact with hardware store chains. Online presence is now a crucial success factor for the traditionally brick-and-mortar-oriented hardware store industry.
Online research vs. on-site advice
The use of digital offers for shopping preparation is clearly increasing. Meanwhile, 17 percent of hardware store customers research online before shopping [12]. Particularly revealing: hardware store customers are demonstrably more satisfied (5 percentage points more fully or very satisfied customers) when online research precedes the purchase [12]. These customers also recommend their hardware store more often.
Although 26 percent of hardware store visitors still use advertising brochures for pre-information, the Internet follows closely with 22 percent [13]. If customers research online but still buy in a brick-and-mortar store, it's mainly because they want the item immediately – more than half of respondents say this at 52 percent [13].
Still, personal advice remains important: 21 percent of customers cite it as a reason for visiting a hardware store instead of buying online [13]. For complex topics with higher advisory needs, direct contact with employees continues to have a strong impact on sales success, satisfaction, and customer loyalty [12].
Social media as a source of inspiration
Facebook remains the number one platform for hardware store communication, while Instagram is experiencing significant performance gains [14]. Notably, hardware chains use platforms differently:
TikTok: Bauhaus sets standards – with just 67 TikToks, an impressive 27.5 million clicks and around 209,000 views have been generated [14]. Despite this potential, most hardware stores still avoid this platform [15].
YouTube: Obi uses this channel most effectively, achieving strong results with influencer collaborations – a fall campaign video clip reached 30 million views [15].
Pinterest: The response from Obi, Globus, Toom, Bauhaus, and Hornbach in terms of video views documents Pinterest's great potential [14].
Overall, a clear trend is emerging: Media budgets are increasingly flowing into digital marketing, while the numbers for print-based advertising are declining [16]. This reflects the changing behavior of the Home & Garden target group, which increasingly uses digital channels for inspiration and information.
Buying behavior and preferences at the hardware store
Clear trends in buying behavior are emerging in the hardware store industry, which can mean crucial competitive advantages for retailers.
Popular product categories by target groups
The DIY market in Germany is benefiting from strong demand for renovation and DIY products. Environmentally conscious consumers increasingly seek sustainably-made and eco-friendly products that align with their personal values [17]. This trend is reinforced by the growing popularity of minimalism, prompting customers to opt for versatile and durable products [17]. Particularly notable in search behavior: Tiles are among the most searched-for products, with interest showing seasonal fluctuations [1].
Additionally remarkable is the increasing demand for high-quality products, fueled by the growing DIY culture and the availability of online tutorials [17]. This is reflected in the growing popularity of garden products – from early bloomers to fruit trees and Mediterranean garden plants [4].
Price sensitivity vs. brand affinity
The balance between price awareness and brand loyalty shows interesting patterns. In fact, about 47.3% of OBI customers tend to consider the brand rather than the price when buying electric DIY tools – significantly more than the population average of 39.4% [18]. However, price sensitivity among German consumers has increased sharply, with 56.8% responding with savings measures and choosing cheaper products [19].
At the same time, private labels are increasingly gaining popularity – their acceptance rose from 51% in 2022 to 53% in 2023 [20]. Concurrently, an interesting phenomenon is developing: 11% of Germans plan to buy more premium products than before, with this trend being particularly pronounced among high-income earners (24%) [19].
Seasonal fluctuations in buying behavior
The home, garden, and DIY sectors are heavily influenced by seasonal factors. Buyer needs vary greatly depending on weather conditions and certain holidays [21]. Although these seasonal peaks initially seem challenging, they offer retailers an excellent opportunity to boost sales [21].
With the start of spring, the gardening season traditionally begins – especially noticeable on Saturdays in hardware stores [22]. Interestingly, search interest in products like tiles drops significantly in December, whereas it rises sharply in February [1]. Savvy hardware store operators capitalize on these patterns through seasonal offerings – like at OBI, where offers are presented in line with the season, ongoing and upcoming trends [4].
Conclusion
In fact, the analysis of hardware store visitors shows a dynamic and promising market segment. The even gender distribution, coupled with growing interest in DIY projects, creates new opportunities for targeted marketing. The digital transformation of the customer journey particularly highlights the importance of a well-thought-out omnichannel strategy.
The purchase decisions of modern hardware store visitors are based on a mix of online research and personal advice on-site. However, the data also shows that traditional advertising channels remain relevant - yet digital touchpoints are increasingly gaining importance.
Now reach this target group with advercharge - With entrance displays & EV-Screen Marketing. This valuable target group can be effectively addressed and sustainably bonded through innovative marketing approaches. In conclusion, the hardware store sector is developing into an exciting testing ground for modern marketing strategies that must convince both online and offline.
FAQs
Q1. Which hardware store is the most popular in Germany? OBI leads the list of the most popular hardware stores in Germany. 27% of Germans state that OBI is their preferred hardware store, followed by Bauhaus with 17% and Hornbach with 15%.
Q2. How has the buying behavior of hardware store visitors changed in recent years? Buying behavior has become highly digitalized. 80.5% of customers research online before visiting, with Google being the most important information source. Moreover, the proportion of women among hardware store visitors has increased to 50% and there is a trend towards more sustainable and high-quality products.
Q3. What role do social media play for hardware stores? Social media is increasingly gaining importance as a source of inspiration. While Facebook remains important, Instagram is experiencing strong growth. Some hardware store chains are particularly successful on TikTok and YouTube, where they achieve millions of views through influencer collaborations.
Q4. How important is the price for hardware store customers in their purchase decisions? Customer price sensitivity has increased, with 56.8% stating they switch to cheaper products. At the same time, 47.3% of OBI customers tend to focus more on brand than price when purchasing power tools. There's also a trend towards premium products, especially among high-income earners.
Q5. How does seasonality influence buying behavior in hardware stores? Buying behavior in hardware stores is subject to strong seasonal fluctuations. In spring, the gardening season traditionally begins with increased demand. Search interest for products such as tiles rises sharply in February and falls in December. Hardware chains adapt their offerings according to these seasonal patterns.