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Steve Collinge's presentation at the 28th AECOC Hardware and DIY Congress offered several key insights particularly relevant to those of us working in this sector: how the buyer is changing, what role digitalization and platforms already play in their decision-making process, and how the channel must evolve to remain useful and competitive. This article captures these key points from an opinion perspective, connecting them to the daily reality of hardware stores, DIY, and home improvement.

Hardware and DIY are changing, and not only because of technology, the rise of digital platforms, or the expansion of online activity. They are changing above all because the profile of the buyer has changed. Today, almost every customer compares more, makes decisions differently (the customer journey), uses new channels, and expects a more agile, clear, and personalized shopping experience.

One of the most relevant insights emerging from this new reality is the coexistence of generational customer profiles with very different purchasing rhythms and methods. On the one hand, there is still the customer who wants to do things themselves, who asks questions, seeks advice, and values ​​the salesperson's technical knowledge. On the other hand, a more digitally savvy shopper is gaining ground, one who buys online, compares prices, demands speed, uses click & collect, prefers self-service tools, and gets their information from social media platforms like Instagram, TikTok, and YouTube.

In other words, today's consumer doesn't always want to learn about the product; nor do they care. They simply want to solve the problem.

This shift forces a re-evaluation of how sales are conducted in the hardware sector. Because if customers already shop in other markets with fast search, comparison, recommendation, and delivery tools, they will expect to find that same ease of use in hardware and DIY stores. And if they don't find it, they will likely look elsewhere.

Decision-making power has shifted from brands to distributors and, ultimately, to the customer. Today, it is the end consumer who decides where, how, and what experience they consider acceptable. This forces manufacturers and retailers to adapt to a much more demanding, comparative, and convenience-oriented market.

From Assortment to Purchase Criteria

The digital environment has raised the bar. While in a physical store, space limitations force retailers to be much more selective about what products are in stock, on a large online platform, the breadth of offerings multiplies. The challenge of being on a marketplace is certainly not just about having more products, but about helping customers make better decisions.

This is where the shopping experience takes center stage. Customers need clear filters, helpful descriptions, simple comparisons, visible availability, and compelling arguments that allow them to make the right choice without wasting time; the competition is just a click away. The underlying trend is clear: convenience, speed, and simplicity. Make it easy.

Click & Collect: Where Convenience and Trust Meet

One of the clearest examples of this evolution is click & collect. Beyond logistics, this model responds to a very specific need of today's shopper: respecting their time and reducing their uncertainty.

Making a purchase—or reservation—online and picking it up in the physical store conveys a powerful idea: if I go, the product will be there. This guarantee has a psychological effect that combines speed and the expectation of success (something like, "I'm going to get what I was looking for"). This acts as a powerful motivator for our behavior, in addition to generating a timely upsell at the point of sale, since pickup can lead to additional purchases.

Other solutions, such as lockers for after-hours pickup, also fit into this same logic. The underlying message is the same: adapting to the customer's time and making things easier for them.

Customer needs are changing, digital tools are advancing, costs are rising, and convenience is gaining importance. The major challenge is modernizing without losing the relational and service value that has historically sustained the sector.

Data is no longer just for analysis: it's a tool for improvement.

Another important lesson is the value of data when there is sufficient traffic. Analyzing which products sell best, which searches are repeated, or which categories generate the most interest allows us to better understand the end customer, and this knowledge is useful for taking action. For example, to improve personalization, enhance the convenience of purchasing, identify products that need updating, or train staff on the real dynamics of search and comparison that are already shaping the market.

It's not just about observing what sells best. It's about understanding what the customer expects and how we can respond accordingly.

Useful content, visibility, and artificial intelligence

This transformation is accompanied by another change, and it's becoming increasingly common to hear about beyond its capacity to change everything again, it's about Artificial Intelligence tools. More and more people are beginning their purchasing decision process by asking questions in AI tools even before conducting a "traditional" search on regular websites.

This opens up a clear opportunity for brands and distributors: to generate useful content, answer real questions, and build a digital presence capable of appearing precisely when the need arises.

In a rapidly evolving market, the key isn't just having a product. It's being visible, useful, and easy to understand. Because, ultimately, the sector doesn't just sell items. It sells solutions that help create more comfortable, functional, and welcoming homes. And to remain relevant, it will be necessary to do so with increasing clarity, convenience, and adaptability.

Mireia Sangenís

Marketing Lead, Inofix

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