painter insight monitor 2018 - usp marketing consultancy · painter insight monitor 2018 1. key...

PAINTER INSIGHT MONITOR 2018

Painter Insight Monitor 2018


Painter Insight Monitor 2018

Research objective

USP Marketing’s Painter Insight Monitor aims to provide paint and non-paintmanufacturers with market insights that help to better understand one of their core targetaudiences; professional painting companies.

Each annual edition of the monitor is dedicated to a particular theme. The objective of this2018 edition is to provide a comprehensive understanding of the professional painter’sattitude and behavior in the online domain, both now and for the future.

This monitor will answer i.a. the following questions:

• What role does the Internet play in running a painting company?

• What are drivers and barriers for (not) using online possibilities?

• How to influence a painter’s online attitude and (buying) behavior?

• How interesting are ‘pure online shops’, which don’t have any physical stores?

This report contains the following chapters:

1. Key insights of Painter Insight Monitor 2018

2. Theme part: Background of the painter

3. Theme part: Running the business online

4. Theme part: Online orientation, inspiration and advice-seeking

5. Theme part: Online buying

6. Theme part: Pure online shops

7. Annually recurring part: Spending per channel & Brand funnels

2

The online behavior of professional painters in Europe

UK NL BE DE PL FR SP IT

Registered

painting companies 29.500 12.500 6.000 36.000 8.000 41.000 22.000 32.000

Interviews

conducted250 251 212 250 221 250 250 250

Research methodology:USP Marketing executes this monitor once per year. Insights are acquired by

means of telephone interviews in the 8 major European markets.


1. Key insights of Painter Insight Monitor 2018

3

2. Background of the painter

3. Running the business online

4. Online orientation, inspiration and advice-seeking

5. Online buying 6. Pure online shops 7. Spending per channel & Brand funnels

8. About USP Marketing

Index of the report


Reliable and quick

delivery times can

persuade painters to

order online

The importance of

online is expected to

accelerate in the

coming decade

KEY FACTSThe online behavior of the professional painter

4

Painters are starting

to see the advantages

of buying online

Though most currently remain loyal

to their physical shop and the

habitual way of running their

painting company

The younger generation is much

more ‘Internet-minded’ while

many older craftsmen will retire

The painter’s trust on delivery times

has to be won before he will seriously

consider the online channel


Online buying

Online buying most ‘tried’ in U.K., Netherlands and Germany

.. .. .. .. 21% .. .. ..

Share of painters who have ever bought anything online (work-related)

.. .. 2% .. .. .. .. ..

Share of painters who have ever bought from a pure online shop


6

Online buying is not commonly done, but quite some companies have already tried it

Interior wall paints 3%

Exterior wall paints 10%

Lacquers 12%

Brushes and rollers 18%

Tapes 6%

Wall fillers 5%

Acrylic sealants 8%

Wood repair products 10%

Wood care products 16%

Sanding machines 17%

Paint sprayers 26%

Dust extractors and vacuums 5%

Share of painters that has ever bought the respective product online

Responses are based on the survey question “Can you tell me how frequently you buy online, when having to buy the following products?”.

PAINTS

CONSUMABLES

POWER TOOLS


43%

57%

44%

43%

43%

43%

42%

42%

31%

61%

51%

39%

39%

35%

22%

12%

30%

21%

24%

20%

22%

31%

16%

24%

19%

25%

22%

18%

34%

32%

26%

36%

33%

38%

36%

27%

53%

14%

31%

37%

39%

48%

Overall

Spain

Poland

Belgium

The Netherlands

France

United Kingdom

Italy

Germany

≤ 35 years old

36 - 45 years old

46 - 55 years old

56 - 65 years old

≥ 65 years old

The importance of the Internet to my business will grow in the future

Importance of Internet is expected to grow in future, but mainly for the younger generations

7

Responses are based on the survey question “To what extend do you agree or disagree with the following statements?”.

Agree Neither Agree or Disagree Disagree

Generally, those who already

consider the Internet to be

important for their business

expect this importance to grow.

Those who do not yet

acknowledge the importance of

the Internet, are not very likely to

start doing this in the future.

Country

Age

Overall

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Data hidden

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16%

42%

20%

15%

12%

11%

10%

8%

1%

21%

24%

13%

11%

11%

16%

17%

9%

26%

18%

23%

14%

10%

15%

26%

15%

14%

18%

7%

69%

41%

71%

59%

70%

66%

76%

83%

84%

53%

62%

73%

71%

83%

Overall

Spain

United Kingdom

Poland

France

Belgium

Italy

The Netherlands

Germany

≤ 35 years old

36 - 45 years old

46 - 55 years old

56 - 65 years old

≥ 65 years old

I am interested to become an Amazon Services-partner of my main brand

There is already some interest in Amazon Services, especially in Spain

8

Responses are based on the survey question “To what extend do you agree or disagree with the following statements?”.

The younger generations are quite open to this type of onine services model

Agree Neither Agree or Disagree Disagree

Meaning that I can be hired to apply the products which people buy via Amazon

Country

Age

Overall

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4%

6%

34%

32%

12%

3%

8%

Expected convenience: Quick delivery essential for online buyers

9

PaintsLike interior, exterior and lacquer paints

Within 4 hours

4 - 12 hours

12 - 24 hours

24 - 48 hours

3 - 5 days

1 week or more

Don't know

3%

5%

30%

34%

16%

4%

9%

1%

4%

20%

34%

24%

7%

9%

1 in 3painters expects one-day delivery for paint products

ConsumablesLike tapes, fillers, sealants

Power toolsLike sanding machines, paint sprayers

Expected delivery time when ordering online

Responses are based on the survey question “What is your expected delivery time when ordering paints / consumables / power tools?”.

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51% .. .. .. .. .. .. ..

Age division of professional painters per country

Responses are based on survey question “What is your age?”.

Share of population which will retire in coming 10 years

35 years and younger 36 - 45 years 46 - 55 years 56 - 65 years 65 years and older

The population of professional painters is relatively oldEspecially in United Kingdom, Netherlands, Germany and Italy the labour outflow will likely outpace the inflow

56 .. .. .. .. .. .. ..

Average age

5%12% 8% 9% 12% 13% 16%

10%8%

21% 26% 23%

40%

23%31%

19%

36%

36%45%

37%

27%

41%27%

37%

31%

29%19%

17%

14% 21%21%

24%

20%14%

7% 6% 10%

Data

hid

de

n

Data

hid

de

n

Data

hid

de

n

Data

hid

de

n

Data

hid

de

n

Data

hid

de

n

Data

hid

de

n


41% 35% 61% 56% 23% 69% 55% 58%

18% 22% 11% 14% 20% 14% 52% 30%

17% 22% 15% 17% 11% 13% 17% 32%

9% 7% 16% 15% 11% 13% 27% 23%

3% 10% 19% 12% 3% 9% 11% 16%

14% 11% 7% 22% 7% 13% 8% 5%

11% 4% 5% 12% 18% 8% 5% 5%

0% 4% 2% 1% 14% 0% 6% 10%

8% 3% 3% 4% 2% 1% 4% 11%

1% 4% 2% 13% 1% 1% 4% 0%

0% 8% 3% 4% 3% 0% 5% 3%

2% 1% 2% 12% 0% 1% 2% 4%

0% 7% 2% 5% 11% 0% 2% 8%

0% 4% 1% 3% 1% 0% 2% 0%

51%

23%

18%

16%

11%

10%

9%

1%

Loyal to my wholesaler / shop

I am used to my way of doing business

No personal relationship / connection

Do not trust online buying / Internet

No technical advice

Better price (promotions) in shop

Not sure that the delivery will be done in time

No physical contact with the product

Not good at working with the Internet

I want to meet colleagues

Not Convenient

Not handy with online payments

Other

Don't know/no opinion

Barriers for ordering online

11

Why do you never buy products online?

Responses are based on the survey question “Why do you never buy products online?”

No personal relationship / connection

Better prices / promotions on shop

I do not trust online buying/ Internet


Spending per channel & Brand funnels

A yearly recurring part in the Painter Insight Monitor involves anoverview of the spending per channel and an overview of thebrand funnel; the leading brands per country in terms of sharesfor spontaneous brand awareness, brand usage, and most usedbrand.

These results are available for:

(1) interior wall paints

(2) exterior wall paints

(3) lacquers

(4) wood care products

(5) acrylic sealants

(6) tapes

(7) wood repair products

(8) wall fillers

(9) sanding machines

(10) brushes & rollers

(11) paint sprayers.

12

The following slides show only the results for the product groups which have been agreed upon by USP Marketing and your organization.


The leading brands in the brand funnel

Shown for:

UsageSpontaneous

awareness Most used

Which brands do you know? Which brands do you use? Which brand do you use most?

The brand funnel:Conversion

Conversion 1. Interior wall paints 4. Wood care products 7. Wood repair 10. Brushes & rollers

2. Exterior wall paints 5. Acrylic sealants 8. Wall fillers 11. Paint sprayers

3. Lacquers 6. Tapes 9. Sanding machines

65% 35%

BrandX 62% 40% 14%

63% 59%

BrandX 54% 34% 20%

62% 67%

BrandX 52% 32% 22%

71% 92%

26% 18% 17%

35% 33%

BrandX 26% 9% 3%

50% 13%

BrandX 25% 12% 2%

77% 70%

BrandX 20% 15% 11%

50% 33%

18% 9% 3%


Max Euwelaan 51

3062 MA Rotterdam

+31-10-2066900

[email protected]

Call center +31-10-8002700

USP Marketing’s Project team

14

Drs Jan-Paul Schop

Managing Director USP Marketing

[email protected]

0031 6 5578 6342

Stephane Mennen MA

Project Manager Construction / Finishing

[email protected]

0031 6 1026 7211


USP in Figures

15

USP Marketing Consultancy

Total

70

Head office Subsidiary

Rotterdam Düsseldorf

Consultants

Research AnalystsProject managers

Market specialist installation, construction and DIY from the start

Dedicated and multi-client research

Active in the market for over 25 years

220 dedicated market research projectsin 2017

Revenue distribution

turnover coming from international projects

70%

turnover coming from dedicated market

research, 10% from multi client

90%

turnover coming from B2B, 30% B2C

70%

focus groups in-depth interviews

82 1.102

B2B CATI interviews

B2C online interviews

57.881 57.250

Research in

39countries in 2017


What we do

16

Dedicated market research

Examples Dedicated market research

• Tailor made

• Driven by your information needs

• Advice & consultancy based on facts and over 25 years of experience in the industry

• Worldwide coverage

• B2B, B2C, qualitative andquantitive research or a combination of both

• Within our market specialism, alltypes of researches can beconducted

• Targeting the right audience, with the right questions at theright time.

Segmentation Customerjourney

Branding Concept/product research

Customersatisfaction

Trends Distributionresearch

Marketexploration

Pricing Marketsize


What we do

17

Multi client research

Providing continuous information for our clients about their main target groups based on facts. Providing insights on key trends, turnover development, futurebuilding volumes, background characteristics of the target groups and much more.

European architectural

Barometer

8 countries

reports quarterly

6,400 interviews by

phone annually

Trends like BIM, DMU,

Media orientation and

future building

volumes

Architects

European contractors

monitor

8 countries

reports quarterly

6,400 interviews by

phone annually

Trends like BIM, DMU,


branding

Contractors

European mechanical

installation monitor

6 countries

reports quarterly

4,800 interviews by

phone annually

Trends like Branding,

purchase channels,


characteristics including

Turnover and order

book developments

HVAC installers

European electrical

installation monitor

7 countries

reports quarterly

4,800 interviews by

phone annually

Trends like Branding,

purchase channels,


characteristics including

turnover and order book

developments

Electrical installers

Painter insights

8 countries

reports annually

2,000 interviews by

phone annually

Trends like mechanical

application, labour

shortage, purchase

points and branding

Painters

European home

improvement monitor

11 countries

reports quarterly

26,400 online interviews

annually

Trends like DIY vs

DFM, online buying,

branding and

information on a

product level

Consumers


18

Clients of USP Marketing

Construction Installation DIY Living & Real Estate

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