Big-Box retailers not just for DIYers, says EMA national research survey

摘要

A national research study conducted by Eric Mower + Associates' Contractor Insight specialty reveals that contractors make nearly half of their tool and building supply purchases from big-box retailers. "Retailers score high for variety and convenience, but that's not the whole story for brand marketers; they must 'see' the cus- tomer as a shopper, not only as a contractor. If they don't- and they don't know the shopper's journey or how to align their product in the retail environment- they will not reach full potential in the aisles," said John O'Hara partner and leader of EMA's Contractor Insight specialty.