In today’s home improvement landscape, the line between do-it-yourself (DIY) and do-it-for-me (DIFM) shoppers has never been more pronounced – or more important for retailers to understand. Each group brings a distinct mindset, set of expectations and purchase behavior. Brands that recognize these differences and create strategies tailored to both will be the ones that win loyalty, drive revenue and stand out in a crowded market.
Understanding the DIY and DIFM Mindsets
DIY Consumers are hands-on, curious and empowered. They’re looking for inspiration, guidance and tools that allow them to take control of their projects. They gravitate toward:
- Step-by-step tutorials and how-to videos
- Product reviews and comparison charts
- In-store workshops and digital project guides
- Affordable, easy-to-use products
DIFM Consumers, on the other hand, want results without the hassle. They trust professionals to get the job done right and value:
- Time-saving services
- Trusted installation partnerships
- Clear pricing and packaged solutions
- Assurance of quality and expertise
Why Retailers Need to Address Both
Both types of consumers contribute significantly to sales, and the same customer may even shift between DIY and DIFM modes depending on the project. A savvy, first-time homeowner might attempt a small kitchen upgrade themselves but prefer professional help with bathroom plumbing. Understanding this fluidity is essential.
5 Strategies to Serve Both Audiences
1. Bundle Products with Services
Offer flexible solutions that appeal to both camps – think vanities that include installation options or light fixtures that link to local, licensed electricians. This approach gives consumers choice and control.
2. Build Robust Educational Content
For DIYers, education is empowerment. Invest in how-to videos, beginner guides, checklists and social content that make home improvement feel achievable. For DIFM shoppers, include service guides that outline what to expect from a professional installer.
3. Personalize the Journey
Use data and online behavior to deliver targeted content. Based on their preferences, a customer browsing tile patterns might be served a DIY backsplash tutorial or a promo from the retailer’s installation team.
4. Train Associates to Recognize Needs
Whether in-store or via chat, retail associates should be equipped to quickly assess whether a shopper is DIY- or DIFM-inclined and offer recommendations accordingly.
5. Highlight Flexibility in Messaging
Your marketing shouldn’t pit DIY against DIFM. Instead, it should show how your brand and the retailer can support both. Position your brand messaging as the go-to resource for all levels of project involvement.
The Bottom Line: Meet Them Where They Are
As we shared in our recent video teaser, success in the home improvement space hinges on offering flexible solutions that meet consumers where they are. By tailoring content, product offerings, and experiences to both DIY and DIFM shoppers, brands can drive engagement, foster loyalty and future-proof their relevance in a competitive market.