frequency of purchase.” Mr Brockley and Mr Girle say they believe products should be made available with superior performance and convenience for the DIY consumer, meaning they can get the job right first time without the need for specialised skills or knowledge. “For example,” they say, “our latest range of premium DIY grab adhesives are manufactured using a specialist polymer – these products will stick to almost any surface inside or outside the home, in the wet or dry, meaning it’s very difficult for even the most novice DIY-er to make a mistake.”

Henkel category manager Paul Bagnall says the differences in price are in proportion to the quality of

the product, and this information should be relayed simply for the customer: ‘You pay for what you get! Simply, the two components of sealants are the higher price ingredients that do all the work and the cheap fillers that bulk the product out. Quality sealants that have great adhesion can be flexed every day that last a long time, will have a low proportion of fillers. Cheap sealants that have a high proportion of fillers that reduce the quality of the product so will not last very long.”

Knowledge is power For those customers that struggle to

differentiate between the

products on offer, customer service from staff armed with correct and

“It is no secret the DIY market is changing at a rapid rate. So, the industry must change how it goes to market.”

Paul Bagnall, category manager at Henkel DIYWK-22MAR19-Benchmark_Layout 1 21/03/2019 12:51 Page 1

helpful information will always be a necessity in your business. DIY Week’s online poll asked retailers for their biggest concerns and struggles in adhesives and sealants and the majority of


said – ‘Getting customers to engage with and understand the category’. Bostik’s category managers say: “In-store knowledge has a big part to play. From our point of view, as a manufacturer, it’s crucial that we support our retail partners in making sure counter staff have a strong understanding of product ranges, and are able to make informed sales.” Sam and Ian say Bostik “works closely with a number of customers to provide training for staff, either at our dedicated centre in Stafford or the customer’s site” and this enables them to learn about product performance and gives a greater understanding of the latest developments in the adhesives and sealants category, in doing so equipping them with the knowledge they need to advise customer’s in-store. Not

only this, technological

advancements and increased dependence on social media means the majority of people will turn to platforms like YouTube to show them how to perform DIY tasks. Sam and Ian say: “Technology can play a pivotal role too, with product choice being influenced by social platforms such as YouTube. In fact, we’re already seeing an estimated 28% of people in the UK turning to YouTube for DIY help.” Retailers

should look to

maximising its access to social media tools and showcase this within their stores, if customers are looking for quick and easy answers, you will set yourself apart in the adhesives and sealants category by having a digital presence.

Straight to the source

Another societal factor that changes the way consumers shop is that the numbers of young people who cannot afford to save a deposit and buy their own property are becoming part of the growing rental-market, and they are less inclined or able to invest their own

Call to bookyour space BENCHMARK…..

Publication date: April 26th

THE DIY MARKET LEADER SUPPLEMENT provides valuable insight into the UK’s leading DIY Retailers and Wholesalers. A must read for senior decision makers in the market, the supplement includes detailed analysis of the financial performance, sales densities, staff productivity, margins, stock turn and long term trends. There is simply no more effective way of reaching the industry’s top buyers and managers.

For further information or to book advertising space including online please contact Sallie Payne. Tel: 01622 699151 Email:

18 DIY WEEK 22 MARCH 2019

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