Leroy Merlin wins but Brico Dépôt wins on “price image” and “promotion image”. At a time when 54% of consumers say they DIY to save money, Bonial, the specialist in promotional catalogs for merchants on computer or smartphone, wanted to look at the image of DIY and gardening brands among French people.
This study was carried out by OpinionWay with a representative panel of the French population of 5,206 people.. If it highlights the evolution and patronage intentions of these brands, the study establishes different classifications including the “price image”, l’« image promo », the “product offering image”, the “proximity image”, the “in-store experience image”, as well as the “brand image”.
In light of the ranking carried out on brand preference, it appears that Leroy Merlin (34 %) clearly ahead of its main competitors. However, with regard to the marks awarded, the Mulliez group brand is overtaken by Brico Dépôt on the criteria of “price image” and “promo image”. On his side, the Weldom brand wins on the criterion of “proximity image”. Beyond the points covered above, Leroy Merlin also stands out far ahead of its competitors in terms of attendance, purchases made in 2021 and visit intentions in 2022.
The love rating of gardening brands
Jardiland imposes itself without crushing the competition. Regarding the ranking, It is clear that the French point of view is much less clear-cut than on DIY brands.. Jardiland (15 %) wins by a small point ahead of Gamm Vert (14 %), sister brand of the Invivo group. In light of the scores given by the French to gardening brands for each criterion, three of them stand out. Point Vert wins on the criteria of “price image” and “promo image. On his side, Botanic wins on the criteria of “product offering image”, “in-store experience image” as well as “brand image”. Finally Gamm Vert takes the lead on “proximity image”. The two brands of the Invivo group stand out quite clearly from their competitors in terms of attendance., purchases made in 2021 and visit intentions in 2022.
