Shopper Marketing - July 2017 - 39
vice, how do they inspire consumers?"
Rick West, CEO of Field Agent, says
retailers and brands in the category
need to stay focused on three different types of consumers: professional contractors, skilled do-it-yourself
homeowners working on involved
projects, and more typical homeowners looking for a gallon of paint or to
replace burned-out light bulbs. "They
cannot be all things to all people, but
they have to understand those three
personas," he says. "They have to address that
professional contractor, and they have to win.
They have to win with DIY. And they can't lose
badly with the 'replacement' person."
The Home Improvement Shopper
That replacement person is tougher to capture
because he's comparing home center stores
on price with the Amazons and Walmart.coms
of the world, Rick West says, and he doesn't
necessarily need the item immediately. "Online pricing is all about commodity," he says.
"They're going to have to play hard-up pricing."
To reach the DIY shoppers, who are prob-
ably in the middle of a project and don't want
to wait to order online, home channel retailers
need to continue providing YouTube videos
and other online resources to help their customer base think through a project.
Younger shoppers in the home improvement channel often have more inspiration
than know-how, having seen ideas on cable
television shows that tickled their fancy, says
Liz Aviles, vice president of market intelligence
for Upshot, which works with Scotts MiracleGro and Craftsman, among other brands in the
channel. "They're comfortable buying in more
categories online than other shoppers in the
JULY 2017 SHOPPER MARKETING y