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DIY Do It Yourself Means Mejorar
DIY Retailers Focus on Woman, Hispanics - Retailers that sell to the do-it-yourself market are changing the way they woo customers, thanks to the dearth of new home buyers, says Justin De Santis, a consumer-marketing analyst with Mintel International.
De Santis forecasts that for continued success, the $460 billion DIY market will have to appeal to three emerging categories: women, Hispanics, and baby boomers.
To appeal to women who are increasingly taking home improvement into their own hands, major retailers such as Lowe's and Home Depot are offering educational workshops, adapting product lines, and making store layouts more female-friendly. Mintel research reports that close to 60 percent of women surveyed had undertaken a DIY project in the last year.
Do-it-yourself needs also are expected to grow in the Hispanic market over the next five years. Retailers are expanding Hispanic and Spanish-speaking staff while continuing to introduce bilingual signage and packaging. The projected number of Hispanic homebuyers also will drive sales opportunities.
Baby Boomers, who are long-time customers of DIY stores, will continue to shop there, but they will increasingly seek out Do-It-For-Me services, De Santis says.
— REALTOR® Magazine Online
Ahorre November 20, 2006 02:54 PM