Young people and women neglected

The typical DIY store customer in Great Britain is aged between 45 and 64. The proportion of DIY customers in this age group is particularly high, whereas the proportion of 16- to 24-year-olds is particularly low. 55.6 per cent of customers are also male, according to the results of the study “How Britain Shops 2015” carried out by market research company Verdict. And while the older traditional shoppers (for instance 55- to 64-year-olds: 74 per cent) prefer DIY stores on greenfield sites, younger customers prefer the local stores in the cities (15- to 24-year-olds: 51 per cent).
The authors draw the conclusion from this that DIY store operators need to do more for younger customers and female customers, target groups that have been neglected hitherto, in the form of better online offers and stores located in urban areas.