Our Intelligence Report: Omnichannel Retail | Canada found the home improvement market in Canada to be saturated. Lowe’s, Canadian Tire, and Rona are big players with over hundreds of locations, and the abundance of choices has resulted in each one attempting to differentiate itself with content.
Home Depot has a Know-How section on its site with instructional videos and project planning guides, available on the retailer’s mobile app and site for easy reference mid-project. The online site suggests new project ideas based on the season, and promotes them with consistent emails.
Rona, Lowe’s and Home Hardware have similar programs online, though none feature videos. Lowe’s features an energy calculator to compute the savings of updates such as new windows. The brand adds an offline component to its guide by hosting DIY workshops in select stores.
None of these measures completely ensure rising above or survival alongside the competition. Rona sales have steadily declined since late 2012. As all the sizeable home improvement players are investing in content, its quality matters more than ever. Rona’s mobile app was rated two stars, while Lowe’s, Home Hardware and Home Depot’s each received four stars or more. Proof that consumers must find these apps and guides straightforward and useful for them to succeed.