Multi-Channel is changing the home improvement market rapidly. Although about 95% of DIY and Garden products is still purchased in brick and mortar businesses, the share of online purchased products is increasing year by year. Next to this the majority of the consumers uses online information sources to orientate themselves on home improvement products before. Prices are compared online and reviews are read in order to evaluate the quality of the products. In the Q2 theme 'E-marketing' of the European Home Improvement Monitor questions on orientation and internet usage were asked to 3,000 consumers.
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