Articles
IRG/Butcher & Gundersen: Flooring - Critical Analysis Of The UK Customer Journey
If the existing Home Improvement retailers are to remain relevant to the next generation of Home Improvers, it's critical to understand that Gen Y and Gen Z consumers enter our categories with a completely different mind-set and different needs. The evolution of the store experience to meet these needs is fundamentally important to build long term loyalty, engagement and footfall.
Sarah Teasdale from Butcher & Gundersen and Steve Collinge recently spent a day visiting Home Improvement and Specialist Flooring Retailers in the UK. Their objective was to view the Wooden Flooring Category from a younger consumers' perspective: a Millennial home-owner entering the category for the first time.
Read their critical analysis, commentary, recommendations and the all-important ranking of the retailers in this report.
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