The Home Improvement Research Institute (HIRI) released its 2024 Home Improvement Retail Selector Study in late 2024. The study looked at the customers’ motivations to shop at brick-and-mortar locations for their home improvement needs. For 49% of respondents, offering a variety of products is a major motivator to shop at store.
One way independent retailers can attract customers looking for product variety is through cross-merchandising. The study found that paint and painting accessories have the highest potential for cross-purchasing, with nearly one-third of shoppers purchasing paint and/or paint accessories in addition to another category in the same trip in 2024. Last year, 66% of customers who purchased ceiling or floor materials and 62% of customers who bought wall or window coverings also purchased paint and accessories.
Here are three ways to improve cross-purchases in your store:
Mix Categories. Include an item from another category that’s related to the paint category. That item may draw customers into another department of the store for continued shopping. For example, merchandise cleaning supplies near the paint prep items to remind customers of the different items they may need during a painting project.
Think Outside the Box. Merchandise an item that’s not essential for the project, but that might help customers or make the project more enjoyable. Personal protective equipment (PPE) isn’t necessary during a painting project but can make the process easier, safer and more enjoyable.
Create a Project List. Post a list of all of the tools and supplies needed to complete specific painting projects. This will also give customers the confidence they have everything they need before they leave the store. You can use that project list as a selling tool, too, as you are helping customers find what they need.
Learn more at YourNHPA.org/education/trainers-toolbox/merchandising.
