DO‐IT YOURSELF CONSUMERS: SEGMENTATION INSIGHTS FOR RETAILERS

Abstract

Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases were used to develop insights for the formulation of retailer strategy. Types of projects undertaken and annual activity rates formed the basis of the investigation. Nine project categories were identified: carpentry, vehicle, painting, electrical, lawn and garden, plumbing, sewing, wall and floor covering, and masonry. Annual activity rates of the sample DIYers were used to identify three major groups: light doers, average doers, and heavy doers. The type of retail outlet preferred (e.g., department store, hardware store) depended primarily upon the project category the DIYer was considering. However, the mix of a retailer's product, price, promotion, and place elements desired by DIYers was related to activity levels. This led the authors to suggest that retail strategies might appropriately be developed along these two lines. First, consider which project categories retailer wishes to enter. Second, adjust the merchandising offering to best serve DIYers according to their activity levels.