MERCHANDISING & POS: BHETA
THE CHANGED AND CHANGING FACE OF DIY
I’ve frequently commented over the last couple of years about just how much the world of DIY has transformed for the positive over the last two years, with a huge spike in sales this time last year and many new or much expanded routes to market in this hitherto mega-traditional sector, as Will Jones, Chief Operating Officer of The British Home Enhancement Trade Association (BHETA) explains…
place to explore the concept of the brand building, sales converting online DIY shop.
Industry speakers BHETA has also welcomed a series of other top DIY retailers to speak at actual and virtual BHETA events, setting out improved or wholly new opportunities. In addition to Amazon and eBay, we have welcomed ManoMano and most recently B&Q Marketplace. In all cases, in addition to the chance to tap into the relatively newfound uptick in popularity of online DIY and garden sales, this route can also prove to be a great way to explore export, with arguably greater ease than the traditional routes. ManoMano in fact gave the keynote presentation at BHETA’s export conference and Shelley Boyle, Head of Business Development presented a
fascinating and practical
illustration of how ManoMano could offer a clean and simple way to ‘export’ into numbers of European territories while avoiding the administrative implications of BREXIT.
Business Development Manager of B&Q Marketplace,
Alex A are showing signs of nerves
s with many business sectors, such fast-moving change can feel a bit like a rollercoaster, and some suppliers as
figures – such as those recently published by B&Q - show sales down 18% versus this time last year.
It’s well worth remembering
however, that despite this entirely predictable dip versus the heights the Covid restrictions, those same sales remain 16% up on performance prior to lockdown. The sector is in a much better place than it has been for many years – and we are dealing with a host of new opportunities that simply were not there three years ago. We are even proud to talk in terms of ‘DIY’ again, and its ‘do it for me’ derivative, instead of hiding as some retailers once did behind ‘home improvement’! As significant as the current sales
figures and very much a pointer to the fact that this very healthy upturn in this industry is still real, even
14 DIY WEEK JUNE 2022
if not so dramatic, is the change in the consumer’s attitude to do it yourself and the broader profile of the typical end-customer. Not only does DIY remain ‘on trend’ including recycling, upcycling, making, mending and re-making, but we now have recognition that like gardening, DIY is good for mental health – witness the recent DIY Awards’ promotion of the Men’s Shed Association. And we have many more young people, many self-taught, courtesy of the internet, entering the market with enthusiasm to upgrade their first, lockdown set of DIY tools and equipment to higher quality brands. Mainstream national newspapers are running features on the new breed of ‘DIY influencer’, exclaiming at their talent, savviness and ability to add thousands to the value of their homes.
Internet influence What much of this changed world of DIY has in common is the much greater role played by the Internet
than ever before. Whether online is the inspiration and influential opinion former, the remote tutorial and hand holder for the less experienced or a newly favoured retail platform, this is a huge development in itself. Especially in a sector which tended to believe that DIY tools and consumables were only ever suitable for bricks and mortar selling. While traditional DIY retail is clearly back and clearly popular, it would be a foolish DIY supplier who did not take a serious and strategic look at its own online presence and its relationship with Internet retailers. At BHETA we have seen huge take up from members for webinars focussed on specifying ecommerce sites, and on maximising effectiveness with Amazon, including both its sales and marketing potential. We have also enabled members to make a highly timely re-assessment of eBay, no longer just the auction house for the second hand, but a huge player in home and garden and a perfect
Chatterton also outlined the fact that this new channel’s potential not only accessed B&Q’s 27% UK market share, but also offered the potential of Screwfix, Castorama, Brico Depot and Koctas alongside. Calling it “the miracle marketplace,” Alex pointed out that having launched with lighting, power tools, wallpaper and small domestic appliances, the B&Q Marketplace is aiming at twenty to thirty categories and over two million SKUs. A high visibility place, in fact, of infinite expansion in addition to the in store customer. It’s true that not every consumer –
and not every supplier and retailer – necessarily likes the concept of DIY online. But in such a changed world and in such a changed sector, I believe it is vital that supplier members are alerted to and enabled to explore the potential and the implications from a position of knowledge and expertise. That is exactly what BHETA through its events programme can provide to members. It is a genuinely new era.
More information For more information about BHETA
and BHETA events
including webinars, live events, retailer networking and Meet The Buyer days, contact the BHETA Member Services team on 0121 237 1130 or visit the BHETA website
www.bheta.co.uk.
www.diyweek.net
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