Share of Category Requirement by Channel in Bathroom Renovation
In the growing industry of bathroom renovation, understanding dynamics and loyalty at a brand level – across channels – is essential for growing market share.
Looking at the top omni-channel brands in the bathroom renovation space, most top brands see consistent performance across B&M and online. However, two brands stand out as dominant only in a single channel: Everbilt is a top player only in-store, and Home Decorators Collection is a top player only online. These brands – both Home Depot private labels – taking the lead in GMV emphasizes Home Depot’s dominance in the bathroom renovation category.
Bathroom Renovation Brand GMV at Top Merchants with Omni-channel Presence
United States | Online and B&M Sales | 2022
Retailers: Home Depot, Lowe’s, Menards, Ace, and Walmart
All of these top brands might be winning in the bathroom renovation market, but are their customers loyal? Let’s dig into the winning bathroom renovation brand on each channel:
Online: Home Decorators Collection (9.1% of online bathroom renovation GMV)
B&M: Glacier Bay (8.4% of B&M bathroom renovation GMV)
Online, we see that Home Decorators Collection customers are extremely brand loyal, evidenced by spending over 50% of their bathroom renovation dollars on the brand; the next most popular brand among online Home Decorators Collection customers, Delta, comprises less than 6% of customer spend in the category. This indicates that among brands, HDC manages to foster the deepest connection with its online bathroom renovation customers.
Online Share of Category Requirement, Home Decorators Collection Customers
United States | Online Only - Bathroom Renovation | 2022
Retailers: Home Depot, Lowe’s, Menards, Ace, and Walmart
In store, Glacier Bay bathroom renovation customers are also quite brand loyal, though not as strongly as HDC’s customers are online. 32% of in-store Glacier Bay customer spend is allocated to the brand – the remainder of their in-store spend is allocated among other competitors.
B&M Share of Category Requirement, Glacier Bay Customers
United States | B&M Only - Bathroom Renovation | 2022
Retailers: Home Depot, Lowe’s, Menards, Ace, and Walmart
Recognizing the significance of brand loyalty and channel dominance can drive brands to innovate and cater to their customers better, ensuring a prosperous future in this dynamic industry.
Interested in tracking your customers’ loyalty across bath & plumbing sub-categories?
Sources: Proprietary email + physical receipt data, Web-scraping
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