Services / Loyalty consulting / DIY & home improvement
Customer loyalty in DIY retail: loyalty for professionals and DIYers
DIY retailers have two equally important customer groups: tradespeople and business customers who buy regularly and in large quantities, and private DIYers who buy in projects – the renovation, the garden in spring, the new bathroom.
ProNexum develops loyalty solutions that do justice to both groups: B2B and B2C on an equal footing, with their own mechanics, coordinated services and a joint business case.
Two customer groups, two logics
Professionals: trades and businesses
High purchase frequency and large quantities. Professionals expect conditions, purchase on account, availability, fast processes and personal contacts rather than rewards.
DIYers: private customers
Irregular, project- and season-driven purchases. What counts here is inspiration, planning support, advice and the right impulse at the right time.
One shared ecosystem
Both groups use the same stores, services and digital channels. Connecting data and touchpoints so that each group gets its benefit is the core of the task.
Levers for professional customers (B2B)
Professional program
Own mechanics for trades and businesses: conditions, volume tiers and services instead of points.
Processes and service
Purchase on account, reservation, delivery to the construction site and dedicated contacts as loyalty elements.
Tradespeople recruiting tradespeople
Recommendations within the network with clear incentives – a strong lever in B2B.
Levers for DIYers (B2C)
Supporting projects
Content, planning aids and suitable offers along a project instead of individual discounts.
Managing seasons
Reactivation before the gardening and renovation season, targeted at customers with matching projects.
Services as a benefit
Tool rental, delivery, cutting to size or advice as benefits with high perceived value.
Digital receipt
Receipts and warranties in the app – a concrete benefit that motivates registration and opt-in.
Identifying customers
Combining in-store and online purchases to recognize projects and customer value.
In-store experience
Workshops, advice and events that tie DIYers to the store.
KPIs that matter
- Revenue penetration: share of revenue that runs through the loyalty program and can therefore be clearly attributed to individual customers
- Identification and opt-in rate: how many customers are known and may be addressed in a targeted way
- Revenue share, purchase frequency and churn of professional customers
- Reactivation rate at the start of the season and time to the next project purchase
- Basket and project revenue of identified customers in comparison
- Use of services and digital functions
What clients say about our work
“ProNexum Consulting understands how to perfectly combine specialist knowledge and practical relevance. Their profound understanding of customer loyalty has made a lasting impression on us.”
Linda Heilen
Head of Product Management Digital Platform, OBI
More industries and topics
Loyalty consulting at a glance
Services, program or ecosystem, approach and program types at a glance.
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Learn more →Part of an integrated approach
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FAQ
Frequently asked questions
Do professional customers need their own loyalty solution?
As a rule, yes. Tradespeople and business customers have different needs than DIYers: conditions, purchase on account, availability and fast processes. We develop dedicated mechanics for them that work together with the offer for private customers.
Does a points program work in DIY retail?
Only to a limited extent for DIYers: because purchase occasions are rare, a pure points program quickly loses its effect. A combination of project support, services and targeted impulses at the right season is more effective.
How can customer loyalty in DIY retail be measured?
Through revenue penetration, opt-in rate, the revenue share of professionals, reactivation between projects as well as basket and project revenue of identified customers compared to anonymous purchases.
Do you want to tie professionals and DIYers more closely to your DIY or home improvement store?
We would be happy to discuss your starting point, goals and a sensible first step with you.