SHERIDAN, WYOMING – Feb. 28, 2025 – After a period of decline, customer satisfaction with hardware and DIY stores in Germany has rebounded significantly in January 2025, according to the latest Customer Monitor Germany findings. This resurgence is attributed to a combination of factors, including improved price-performance ratios and enhanced in-store experiences.
Key Drivers of Increased Satisfaction
The recent survey highlights several key areas where customers have noticed positive changes. Notably, improvements in cleanliness, the perceived design of sales rooms and atmosphere, and the presentation of goods have contributed to the increased satisfaction. “Improvements in cleanliness, the perceived design of the sales rooms and atmosphere, and the presentation of goods in the stores are influencing factors that customers noticed as particularly positive compared to the first half of 2024,” the report states.
Furthermore, there has been a significant improvement in customer perception regarding staff attentiveness and the availability of contact persons, areas that have traditionally received lower ratings. “In addition, a significantly improved customer perception can also be seen in the aspects of staff attentiveness and the availability of contact persons, which are traditionally rated as low,” the analysis reveals.
Digital Services Driving Positive Change
A detailed analysis of the measurement results indicates that the increased usage of digital service offerings, such as apps, self-service checkouts, Scan & Go, and YouTube videos, is having a substantial positive impact on overall satisfaction. “In some cases, the stronger increase in usage rates of digital service offerings such as the app, self-service checkouts, Scan & Go or YouTube videos is currently having a more positive effect on overall satisfaction,” the study emphasizes.
This trend suggests that hardware and DIY stores are successfully attracting more customers to utilize these digital tools, thereby validating investments in these services. Additionally, users of these digital services are reporting higher levels of satisfaction, indicating a perceived added value in their shopping experience.
Boosting Recommendations Through Innovation
The study also reveals that innovative services, even those with lower current usage rates, are driving customer recommendations. “Innovations that are currently less used, such as the DIY store operator's app, scan & go options or YouTube videos with tips and application examples as particularly story-worthy experiences, create the basis for customers to actively tell their friends and acquaintances,” the report explains.
Specifically, the Net Promoter Score (NPS) of users engaging with these digital services can be increased by an average of more than 20 points. “The current data shows that with these and other digital services, the Net Promoter Score (NPS) of users can be increased by an average of more than 20 points,” the findings confirm.
Generational Trends and Competitive Advantages
The survey highlights significantly higher usage rates for self-service checkouts, Scan & Go, the DIY store operator’s app, and YouTube videos among customers from Generations Y and Z. This increased engagement is also associated with improved perceptions of competitive advantages for DIY and home improvement stores within these demographics. “The study shows significantly higher usage rates for self-service checkouts, Scan & Go, the DIY store operator's app and YouTube videos, especially for customers from generations Y and Z. At the same time, the perceived competitive advantages as an important measure of the differentiating power of the DIY and home improvement stores in these customer groups are improving significantly,” the study states.
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