The market for DIY, home improvement and garden products is building momentum on the internet. Its 5,4% share of e-commerce in total turnover may still be well below that in other industry sectors in Germany. But all forecasts point to strong growth. “The DIY sector has realized the increasing importance of the internet,” confirms German trade association Heimwerken, Bauen und Garten (BHB).
In this situation, retailers and brands need to quickly adjust their strategies. Information is the key: What are competitors’ product portfolios and pricing strategies? How successful are their sales promotions? How dynamic are assortments, and what are promising new product features and innovations? You can only achieve sufficient market transparency, if your market intelligence system is able to identify and analyze all relevant products – including those carrying no EAN or similar number.