DIY Retailing - Italy - May 2015
Although overall participation in DIY is high in Italy there is seemingly little interest in doing heavy end jobs with the majority only completing basic DIY jobs in the last year.
The sector is also very fragmented; the major DIY specialists chains account for just 24.1% of total retail sales of DIY goods and they face competition from a large number of independent town centre stores, hypermarkets and, increasingly, pureplay retailers, which can all compete mainly at the softer end.
This report provides data on spending on DIY goods, DIY specialists' sales, leading specialists' sales performance and online activity. In our consumer research for this report we asked which retailers consumers had bought DIY goods from in the last year, both online and in-store, and we asked which factors determined their choice of DIY retailer. We also asked what DIY our respondents had carried out over the previous year and what DIY plans they had for the coming year.
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