The DIY community is evolving alongside a dynamic market, doing what it does best: finding innovative ways to get the job done. This market constantly adapts to consumer demands, shopping behaviors and emerging technologies that transform how consumers interact with products and brands in this space.
This post from 1WorldSync explores current market trends and those just over the horizon, guiding brands and retailers looking to increase sales in 2024. Continue reading to learn more about the trends in DIY home improvement e-commerce strategies and how you can capitalize on these trends to flourish in this space.
UGC Entices Consumers to Shop for DIY Products
User-generated content (UGC) provides the social proof shoppers want when evaluating purchases, especially online purchases.
UGC, specifically reviews and ratings, is the most influential factor in purchasing decisions. Consumers don’t want to be sold to by brands; they want honest feedback from peers. Research from PowerReviews found that publishing just 100 reviews on your PDP can lead to a conversion lift of 76.7%, with that number growing exponentially the more positive reviews the product receives.
Researchers have found that many DIY consumers tackle projects when inspiration strikes; 35% of DIYers don’t plan a project undertaking. These users need help choosing the right items and often rely on UGC to guide their decision-making.
A reviews and ratings management strategy ensures you’re presenting shoppers with feedback from verified buyers. Ratings and reviews on the product detail page are paramount to influencing shoppers toward purchase:
- 36% of shoppers won’t buy a product with less than five reviews
- Younger shoppers (those under 35) are much more likely to distrust a product without reviews
- 67% of shoppers often or always read customer reviews before making a purchase
UGC is an essential component of your home DIY e-commerce approach. Managing ratings and reviews helps you build trust, provide helpful information to curious shoppers, and sell more to DIY consumers ready to purchase the supplies for their next project.
Showcasing Relevant Product Bundles
DIYers come to the table with various knowledge and skill sets. Many approach home improvement with a “learn as you go” methodology. They’re engaged and open to exploring new products as they shop for supplies. Offering relevant product bundles allows you to showcase various DIY products and tools to shoppers at the end of their retail journey when they’re most primed to buy. Often, these products are those that your shoppers may otherwise not have considered.
Curating relevant, specific product bundles helps streamline the DIY experience, putting valuable products in the hands of your customers. When product bundling is done well, consumers have a better shopping experience, establishing a high potential for long-term, lucrative retail relationships.
DIYers Want Multichannel Experiences
Retail is omnichannel. The pandemic transformed how we think about retail, and we haven’t looked back. Some DIY enthusiasts prefer conducting all research, planning and shopping online. When PDPs provide all the information buyers need, there’s no impetus for these consumers to travel for a supply run.
Other DIYers like to examine tools, materials and products in person, preferring an in-store experience. Although these shoppers choose brick-and-mortar shopping channels, online product content is still crucial to maximizing revenue with this audience.
1WorldSync’s 2023 Product Content Benchmark Report found that 87% of consumers use their smartphone to research products while shopping in a store at least some of the time. On average, consumers use their phones on about half (49%) of shopping trips.
When shopping in-store, consumers research product content to inform their purchases, focusing on these top three content types:
- Price comparisons (72%)
- Customer reviews (69%)
- Detailed product descriptions (52%)
The takeaway? Accurate, consistent product content is central to your DIY home improvement e-commerce strategy, even among DIYers who choose in-store shopping.
DIY audiences shop omnichannel. Give them the tools to make the most informed, confident purchase decisions as they shop in-store, online, or both.
Meeting the Demand for Flexible Shopping
E-commerce retailers and brands must understand that DIY home improvement audiences want flexible shopping options to meet their needs: convenience, confidence and speed.
1. Buy Online, Pickup In-Store (BOPIS)
BOPIS gives shoppers the confidence that their order is available and reserved for them. This option secures purchase, eliminates shipping costs and offers shoppers an in-store experience.
2. Curbside Pickup
Like BOPIS, curbside pickup ensures a product is in stock and available same-day. Curbside offers the convenience of securing the products and supplies DIYers want without requiring them to leave their vehicles.
3. Same-Day Shipping
Same-day (or almost same-day) shipping allows consumers to compare products and have their orders sent directly to their door. Taking Amazon’s lead, many retailers prioritize quick delivery timelines. If a house project can wait a few days, DIYers are often happy to choose same-day shipping and save a trip to the store.
These options allow shoppers to evaluate and compare products across retailers, ensuring they get the best product at the best value. Retailers expanding flexible shopping options must maintain accurate inventories to deliver positive customer experiences. Real-time supply monitoring and inventory management ensure you meet consumer needs and expectations with every order.
DIY Shoppers Expect Personalization Previews
The great appeal of a DIY project is that the homeowner can customize their spaces. Personalization is a crucial driver of DIY home improvement shopping and a major factor in purchase decisions.
Consumers across retail markets demand personalization. Virtual product photography allows retailers to capitalize on this trend and give shoppers the customized product previews they want before adding the item to their carts.
Virtual product photography allows you to create an endless album of realistic images from a single design file. Brands utilizing virtual photography can provide shoppers infinite product combinations without investing the resources for individual product photographs.
For example, an individual replacing their bathroom sink wants to see how various taps look with different sinks or vanities. Personalized product previews allow them to mix and match pieces to ensure they only make one purchase (and no returns) before starting the replacement.
Virtual photography allows DIYers to combine various elements to create the product or product combination they want for their project. Virtual photography gives brands access to cost-effective quality imagery, bypasses significant supply chain issues and increases speed to market.
The Power of 360-Degree Spin Photography
In the ever-evolving world of DIY home improvement, 360-degree spin photography is emerging as a revolutionary tool. This innovative photography technique allows DIY enthusiasts to view products from every angle, offering an unprecedented level of detail and a comprehensive understanding of the item in question. Imagine being able to scrutinize every inch of a power tool, spin a paint can to read all the labels, or meticulously inspect the texture of a wallpaper—all from the comfort of your home.
The transformative power of 360-degree spin photography in the DIY home improvement sector is perfectly exemplified by the case study of Parts Town, a leader in the commercial food service, HVAC, and residential appliance industries. In a strategic move to revolutionize its digital presence, Parts Town partnered with leveraged cutting-edge photography services to elevate product visualization to new heights. Over a decade-long partnership, they’ve created an impressive 265,000 360-degree spin images, leading to a substantial 30% increase in conversion rates. This collaboration underscores the immense potential of detailed visual content in boosting consumer confidence, reducing returns and driving sales.
AI-Generated In-Home Showrooms
Regardless of their skill or experience with home improvement, DIY shoppers share the same unique trait: vision. They know the goal; your PDPs help them find the tools or products they need to achieve it.
And though your audience likely has a vision for their finished project, you can help them by providing real-world visualization through augmented reality technology.
Implementing AR applications on your PDPs allows shoppers to see and understand how your products will look in their homes. This interactive, immersive experience gives shoppers confidence in your product and helps them know how a purchase will enhance their project or space. Virtual product placement establishes realistic expectations, incentivizing purchase and aiding in reduced return rates.
Winning the DIY Home Improvement Retail Space
Product content is the cornerstone of your DIY home improvement e-commerce strategy. Whether your shoppers buy online or in-store, your content drives conversions and helps you boost sales across channels.
Establishing a robust content strategy requires synchronizing many moving parts. 1WorldSync provides the tools and solutions needed to establish yourself as a top competitor in this market. From content creation to data disbursement to review management, let us help you position yourself as a leader on the digital shelf. Contact our team today to learn more.