Painter Insight Monitor 2018 The impact of online buying on the professional painter

Transcription

1 Painter Insight Monitor 2018 The impact of online buying on the professional painter November 2017

2 Painter Insight Monitor 2018 Annual multi-client study, providing multi-country insights in a cost-efficient way Research objective Map out the current and future impact of online buying on the professional paint market, in 8 key European countries. Map out the key players per product category in terms of brand awareness, brand usage and most used brand Topics in 2018 edition On company level On product level Online buying Brand position 2017 Planning and process Alignment on topics & questionnaire set-up Telephone fieldwork Report available by mid March Analysis/ reporting Nov Dec Jan Feb Mar Apr Methodology & Target group Quantitative research among professional painters 250 interviews per country Countries Product categories Paint related 1. Interior wall paint 2. Exterior wall paint 3. Lacquers/wood care Non-paint related Analysis, reporting and advice Thorough data analysis in SPSS Comprehensive report in PowerPoint 4. Brushes & Rollers 5. Sanding machines 6. Dust extractors Tailor-made presentation of the report 7. Acrylic sealants 8. Sprayers Costs 9. Tapes One product category: For each additional category: All 11 product categories: Wood repair 11. Wall fillers 2

3 Painter Insight Monitor 2018 Background Understanding the professional painter The Painter Insight Monitor 2018 is the fourth time USP Marketing Consultancy conducts this multi-client study, including a record number of 11 product categories. This provides for a comprehensive scope on the European paint market (interior wall paint, exterior wall paint & lacquers) and non-paint markets (acrylic sealants, tapes, wall fillers, wood repair, paint sprayers, brushes & rollers, dust extractors/vacuums & sanding machines). By interviewing professional painting companies in the 8 major European markets, we provides key insights that help manufacturers and others to understand the core business of the painter. Scope of the monitor USP Marketing executes this monitor once per year. Each edition of the Painter Insight Monitor is dedicated to one or multiple themes. In 2016, this theme was media consumption and orientation. In 2017, the monitor focused on the competitive landscape, efficiency & innovations and customer loyalty. In the upcoming 2018 edition, the theme will be online buying. A yearly recurring element is an overview of the brand landscape for all product categories (brand awareness, brand usage and most used brand). As we have information on the brand position for all relevant brands, it is now possible to show your brand development over 4 years. Customer-specific input Companies who decide to buy the monitor before January 2018 will have the possibility to give feedback on the questionnaire. 3

4 Theme: The impact of online buying on the professional painter Why? Online buying The professional painter has proven to be rather traditional. He likes to go to his preferred specialized paint merchant, or to buy from manufacturers directly (via service centers). The multi-skilled professionals who are less specialized (doing various other jobs next to painting) are increasingly willing to buy in builders merchants and DIY-stores. These generalist stores are having more and more specialized products in the assortment and are usually within close proximity of the painter and the job site. At the same time, e- commerce is increasingly accepted in more traditional industries and businesses, including the paint business. Painters are definitely willing to consider the online channel and for manufacturers of paint and non-paint products it is important to know how to implement online in their sales strategy. The 2018 monitor will unveil: The manufacturer / merchant web shop vs. pure online players Which products are most suitable for online buying Relevant online tools and calculation tools Online ordering vs. online buying Drivers and barriers The share of online buying in 2018 The forecasted development of online buying Which products are most suitable for online buying (Future) impact for traditional sales channels Comparing prices and products online 4

5 Recurring theme: Brand positioning per product per country Shares for brand awareness, brand usage and most used brand Example from 2017 Painter Insight Monitor Find out who are the most important players for 11 relevant product categories in 8 European countries. 5

6 Example results of 2017 Research factsheet: The European market for tapes interviews Feb-Mar 2017 The European market for tapes Leading brands (Based on % share most used brand ) Purchase channels (Based on % share main channel ) 6% 6% 28% 49% Copyright: USP Marketing Consultancy Builders' merchant Directly from manufacturer / service center DIY store Hardware store Online / webshop Specialized independent paint merchant Other Don't know 6 6

7 Example results of 2017 Shortage of skilled professional painters interviews Feb-Mar 2017 The lack of skilled professional painters in Europe % of painting companies that believe there is a shortage of skilled professional painters in their respective country Shortage is expected to grow in all countries 7

8 Example results of 2017 Loyalty: Expectations from the manufacturer interviews Feb-Mar 2017 More than the purchase point, the manufacturer is held accountable for providing high quality. Also here, country-specific needs like service in Italy and issue support in Spain have to be considered. Good price/quality ratio 43% 45% 16% 28% 55% 41% 80% 37% 49% Quality products 40% 58% 39% 34% 47% 56% 21% 30% 38% Good service 16% 13% 20% 12% 20% 5% 6% 20% 34% Warranties 11% 1% 2% 11% 13% 12% 20% 17% 18% Complete product assortment 7% 12% 1% 3% 8% 1% 7% 9% 14% Support in case of issues 5% 3% 2% 0% 2% 1% 0% 16% 12% Advice / Thinking along 4% 1% 8% 4% 13% 5% 2% 0% 2% Discounts / Promotions 3% 6% 1% 1% 3% 4% 0% 1% 6% Personal relations 3% 4% 2% 1% 7% 3% 2% 2% 3% Flawless deliveries 3% 1% 2% 2% 7% 4% 4% 2% 1% What do you expect from a manufacturer in order to stay loyal to this brand? 8

9 Research timeline and costs This research will be conducted in a multi-client format, meaning that everybody who is interested in the results can purchase a report. This way the report can be offered at a relatively low cost compared to exclusive research. Furthermore, the research will be conducted among a representative sample of painting companies, which ensures reliable results on which decisions can be made. Report ready Alignment on topics and questionnaire (possibility to give input for questionnaire) November December January February March The cost for the report including brand positioning for 1 product category is This report will give you insight in all 8 countries. The cost for any additional product category is A complete report, including 11 product groups, will cost Telephone fieldwork among painting companies (8 countries) 9

10 USP s Project team Drs Jan-Paul Schop Managing Director USP Marketing schop@usp-mc.nl Stephane Mennen MA Project Manager Construction / Finishing mennen@usp-mc.nl Max Euwelaan MA Rotterdam info@usp-mc.nl Call center

11 USP in Figures USP Marketing Consultancy Market specialist installation, construction and DIY from the start Dedicated and multi-client research focus groups in-depth interviews Head office Subsidiary Active in the market for over 25 years Rotterdam Düsseldorf 218 dedicated market research projects in B2B CATI interviews B2C online interviews Total 70 Revenue distribution Research Analysts Projectmanagers 70% 90% 70% Research in 38 countries in 2016 Consultants turnover coming from international projects turnover coming from dedicated market research, 10% from multi client turnover coming from B2B, 30% B2C 11

12 Clients of USP Housing & Real Estate Construction Installation DIY 12

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