Cross-Shopping Trends in Bathroom Renovation
Since the start of 2022, there has been an overall decline in the share of bathroom renovation customers who purchase across various subcategories at the same retailer. Menards and Walmart have experienced the most significant declines - each merchant’s share of cross-category shoppers has nearly halved since the start of 2022.
This implies that today's consumers are focused on specific areas and opt for targeted improvements rather than comprehensive overhauls. As a result, businesses should consider tailoring their products and services to cater to these evolving preferences.
Customers Purchasing from Multiple Bathroom Renovation Sub-Categories
United States | Online and B&M Sales | 1Q21 - 2Q23
However, are customers of top performing subcategories, such as Toilet and Bidet, also purchasing other bathroom renovation supplies?
Approximately 45% of Toilet and Bidet category customers are also purchasing from other bathroom renovation subcategories. Bathroom Plumbing is the most popular cross-shopping category with Toilets and Bidets, with around 38% of Toilets and Bidets customers also including Bathroom Plumbing products in their purchases. This trend indicates a strong association between the two, likely due to the installation process of a toilet or bidet.
Toilets and Bidets Customers Cross-Category Behavior, Omni-channel
United States | Online and B&M Sales | 1Q22 - 2Q23
* Cross-category share is not mutually exclusive, as a customer may shop in more than 1 additional bathroom renovation subcategory
Understanding the purchasing patterns of consumers across varying subcategories offers retailers the opportunity to influence promotions or store layouts, creating bundled offerings or personalized recommendations to help increase customer AOV and maintain loyalty.
Curious if your customers are loyal cross-categories?
Retailers include: Home Depot, Lowe’s, Amazon, Menards, Grainger, Walmart, and Ace (Amazon and Grainger are online-only)
Sources: Proprietary email + physical receipt data, Web-scraping
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