2016 Global Research:

Customers
are shouting, are
home improvement
retailers listening?
Accentures new survey of global home improvement store shoppers reveals a
rising intensity thats forcing companies to adapt more quickly to the shifting
retail reality that defines the customer experience. Below are the key findings
from our research.

1 More home improvement shoppers are

shopping on the go

44%

48%

used smartphones more frequently

to find what they want this year

of global home improvement

retailers have smartphone apps with
purchase capabilities (global average across
all segments 58%)

30% expect to purchase more via

smartphones this year

50% find it easy to purchase via

mobile devices

2
Home improvement shoppers
are demanding more services
via their mobile phone while
shopping in store

PAINT

SHOPPERS

GLOBAL HOME IMPROVEMENT STORES

48%

None

cant wait to receive

real-time promotions

41%

want the ability to

automatically credit
coupons and
discounts

are sending real-time promotions

(global average across all segments 7%)

5%

1/2 OFF!

can automatically credit coupons

and discounts at checkout
(global average across all segments 16%)

41%

38%

want to use shopping

list / item locators /
navigators

have apps with shopping list capabilities

(global average across all segments 31%)

39%

43%

want to easily order

out of stocks while
shopping in store

provide the ability to easily order out of stocks

via mobile phone by offering free wifi in store
(global average across all segments 43%)

3 Retailer

capabilities that
were nice to have are
becoming must haves

What would most improve the

connected shopping experience?

48%

SHOPPERS

GLOBAL HOME
IMPROVEMENT
STORES
IN STOCK

52%

provide storespecific stock

availability
information (global
average across all
segments 28%)

30%
The ability to check
product availability
online prior to
going to the store
2015

57%

have store staff who can

order out of stock items
for customers (global
average across all
segments 46%)

2016

29%

14%

21%

have in-store
kiosks to order
out of stocks
(global average
across all
segments 9%)

The ability to easily

order out of stock
items in stores
2015

2016

Percentage of home improvement

shoppers who are satisfied with...

69%
68%
64%

Store environment
Product selection
Check out

Shoppers expect more...

GLOBAL HOME
IMPROVEMENT STORES

SHOPPERS
Expectations Were not
satisfied:
were met:
Interaction
with sales
staff

81% have knowledgeable sales staff

their store associates with
0% arm
tablets that have access to

57%

customer profile information

12%

shoppers to return online

67% allow
orders to the store for a refund

Return
policies

or replacement (global average

across all segments 57%)

56%

8%
Delivery

next day delivery options

38% have
(global average across all
segments 56%)

55%

same day delivery

5% have
options (global average across

9%
Web
environment
(layout/
navigation,
etc)

all segments 11%)

delivery scheduling on
57% enable
a specific day (global average
across all segments 49%)

53%

click & collect

52% have
capabilities (global average

13%

across all segments 39%)

5 Home improvement shoppers

are online to find what they
want to purchase

Going online
to purchase
(global average
across ALL segments)

Going online
to shop for
HOUSEHOLD
GOODS

Going online
to shop for
ELECTRONICS

90%

86%
80%

6 Home improvement shoppers want retailers

to improve the customer experience
(without invading their privacy)
Percentage of
SHOPPERS
think that the
following are:

COOL!

CREEPY!

Items automatically discounted for loyalty points and discounts

73%

1/2 OFF!

7%

Ability to change website navigation based upon what they want to do

51%

18%

Want service suggestions (financing, installation, warranties)

based on their needs and what they normally use

47%

20%
Want design ideas

47%

19%

Promotional offers sent to them based upon items they are considering online

46%

26%

Sales associates who know what is in their online wishlist/basket

32%

39%

Retailers showing the feedback left by their friends on products theyre considering

32%

36%

Global sample of consumers: Accenture surveyed over 10,000 consumers (over 1405 who said they had shopped at home
improvement stores in a multi-channel way) in 13 countries around the globe (Brazil, Canada, China, France, Germany, Italy,
Japan, Mexico, South Africa, Spain, Sweden, the UK, and the US) who have shopped online and in stores in the last three
months who indicated regular internet and smartphone use. This survey has a 95% confidence level with a margin of error of
+/- 2.6%. Survey conducted in November 2015.
Global retailer benchmark: Accenture benchmarked over 160 retailers (23 home improvement stores) representing the apparel,
consumer electronics, department store, discount/mass/hypermarket, grocery, drug/health & beauty, and home improvement
sectors in 10 countries: Brazil, Canada, China, Germany, Italy, Japan, Spain, Sweden, UK, US.

2016 Accenture
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