Keeping physical stores relevant in a world that’s becoming more and more digital. Insight report #1: Flooring.

Digital and social may well be the way the future’s going when it comes to finding inspiration and researching options for our next purchase or project, but when it comes down to wanting to touch & feel the product and make the final decisions, nothing beats a physical store. However, brands and retailers risk losing customers if they don’t keep the experience straightforward, clear and relevant, to the very end of the customer journey.

In partnership with Steve Collinge of Insight DIY and Insight Retail Group, we visited Home Improvement and Specialist Flooring Retailers to view the shopper journey from a younger customer’s perspective, a Millennial home-owner entering the category for the first time. On this occasion, our focus was the hard flooring category and our market insight report provided critical analysis, commentary, recommendations and an all-important ranking of the retailers.

Millennial and Gen Z generations are driving growth in the home and recreation sector by over 300% YoY and here are some key facts to get you started:

  • It is predicted that by 2030, Millennials & Gen Z will account for 39% of the UK’s total retail spend
  • 40% of 18-34 year old Brits are looking to buy a house to refurbish in the next year
  • Younger generations are looking for a unique experience & reasons to choose your brand

There’s a lot of talk around ‘death of the high street’ (or in this case, ‘death of the retail park’), but there’s plenty more that retailers could be doing to help themselves…

Download the full report here

Get in touch to discuss how we can help improve or simplify your customer’s journey.
Contact Sarah Teasdale at

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