Authors : Marie-Anne Maupin and Gaspar Villard
Today, the Do It yourself sector is in good shape. People are more and more willing to work by themselves and take time to improve their home. Because it’s cheaper and instructive, the market is growing and retailers have to answer to the new demand.
In the end of this blog comparing Leroy Merlin and Brico Dépôt, we can assess than both brands are powerful retailers of the Do It yourself market. They both have their own strength and weaknesses and have the capacities to continue growing according to their own differentiated strategy.
Author : Gaspar Villard
The Do It Yourself market is in a good shape, even in those time of crisis. There are many competitors and a big opportunities for retailers. But it's sometimes very complex.
To better understand the challenges of this sector, this article will answer a few questions.
Author : Gaspar Villard
In term of building construction, the market is not very good. There are less project and companies have less money to spend. Concerning the French families, they have a decreasing purchasing power. But this is not necessarily a bad new for retailers because it means that people are more inclined to work by themselves. They don’t have enough money to pay for an expert. Thanks to the internet, there are so many web sites which are explaining how to renovate a house or how to plant trees and flowers that experts can be sometimes useless.
Author : Gaspar Villard
In this article, we'll look at Keller's Brand Equity model, also known as the Customer-Based Brand Equity (CBBE), shaped as a pyramid.
The model helps to define the strength of a brand depending on the loyalty of its customers, their feelings and positive thoughts, opinions and perception. When the brand equity is strong, consumers will buy more and recommend the stores, being more loyal.
There are four steps of the pyramid defining the fundamental questions about a brand : Identity, Meaning, Response and Relationship. This article will compare these four steps.
Author : Gaspar Villard
Castorama is a French retailer of tools, supplies, home improvement or decoration. The company was founded in 1969 by Christian Dubois, a French entrepreneur with great ambition. He wanted to create a store where clients could buy tools and supplies to work by themselves instead of asking for a professional expertise. The success was immediate and Castorama is today a subsidiary of Kingfisher since a major buy out in 2002.
Author : Gaspar Villard
The Do It Yourself sector is one of the most dynamic of the whole retail trade. Between 1996 and 2006, the turnover has been increased twofold.
According to a survey of the INSEE, this growth has been helpful mostly for the big retailers such as Castorama or Leroy Merlin. Small hardware stores have difficulties to fight those giants which are adoptive massive marketing.
