‘Trend’ is an idea or current that is oriented in a particular direction. And it’s OK, but at certain times it falls short. It’s not enough. And this is one of those times.
Because the scenario has changed: it’s shifted from an analogical to a digital modus operandi.
This is not a trend. It is not a current oriented in a certain direction. We are going through a radical and absolutely transversal change in the working model and it affects both manufacturing and interaction with clients.
In light of this new digital model, which has been implemented almost naturally in the private sphere and more progressively in business environments, other types of interests and needs have arisen, and they must be managed following the appropriate trends.
When focusing on the DIY industry, it is already known that it can have, and in some instances already has, a place in this new technological scenario. This industry has understood the basic keys to transformation, to digital revolution. It’s in, because being out isn’t an option for survival, continuity and growth.
What are the successful trends for this renewed and digitised DIY industry?
What elements need to be focused on in order to use the opportunities that new technologies offer to those who want to be part of this new digital scenario?
Besides creativity, which is considered as a natural driver of the renewal of the business idea, of reinvention as an essential quality in this new technological framework, the DIY industry must be attentive, now more than ever, to its clients. It must offer them a satisfactory all-round experience, online and offline, be by and on their side both virtually and physically, and prove it.
Consumers have not only accepted and integrated this digital model, but have taken a crash course in becoming VIP clients and are not willing to change their status. They don’t even contemplate the idea. This is a trend, and it won’t change.
DIY entrepreneurs, compelled and driven by these two circumstances (digitisation and consumer sophistication), are following the trends that lead the way, and these trends are leading the industry towards a certainly promising future.
Clients are the focus in this system. Strategies, based on data analysis and artificial intelligence, aim at their full satisfaction and, consequently, their loyalty. They can be offered what they need through close relationships and continuous provision of customised ideas and resources.
2.- A more educated, informed and demanding all-round consumer.
This trend justifies the first one, or is it the other way around? Let’s not waste our energy, we’ll probably never know. What is clear is that DIY companies are facing consumers, clients, who have more and more resources. They are more informed, compare prices, examine reviews, and, of course, use them.
3.- Do it yourself, DIY.
Do it yourself, DIY. This current, trend or fashion is on its way to staying forever. Data shows that the percentage of consumers buying DIY and hardware products is increasing, becoming a driving force for the industry, which must necessarily incorporate this trend in order to adapt and improve the offer of these products.
Besides, the fact that the DIY philosophy is redefining the market for small- and large-scale domestic reforms must be assessed and accepted. Between 2018 and 2019 alone, 68% of Spanish households have carried out or planned a total or partial reform of their homes. And the trend is increasing.
The challenge for DIY chains is to adapt and make their offer attractive to consumers who value their free time more, and get them to integrate the DIY philosophy into their lives.
4.- Collaborative e-Commerce platforms.
They are service providers offering brands the possibility of increasing their client portfolio, reaching consumers who can access their services through these platforms and who, otherwise, would be out of their reach.
The companies that go for this type of model can increase their clients, learn about their consumption habits, and build their loyalty. This is how e-Commerce platforms, such as Blablacar, Airbnb or eBay, work.
5.- Information management.
The trend in information management is marked by the first content automation experiences that allow, for example, for an optimal audience segmentation, through data captures, obtaining exquisitely precise information about clients. Information can translate into power, of course, but it must be managed well. Otherwise, it may become useless and turn into a futile attempt. Content automation is a tool that helps brands and companies save time and close the circle, so that they can offer and provide the most appropriate service to each client.
It is a global trend in a society where environmental commitment is gaining supporters and advocates day by day. In the case of DIY and hardware chains, sustainability can be applied to packaging as a distinguishing feature that identifies products with a more environmentally-friendly packaging management which is more aware of the climate reality and committed.
Consumers demand products with a transparent traceability, and they are increasingly less willing to yield. Quality must also be associated with sustainability.
These six trends in the DIY industry do not only lead the way but also show the elements and agents that are essential for aspiring to and consolidating business success in the digital age.