Hornbach Baumarkt: The Hornbach Hammer
Client: Hornbach Baumarkt AG
Agency: Heimat Werbeagentur GmbH
Category: Consumer Goods
For the first time after a few years of growth, the business year 2012 saw the German and Austrian DIY sector faced with a slight decline in sales. Three major challenges had to be met by all providers.
- Decline in the DIY market: between 2010 and 2012, the number of DIY enthusiasts in Germany fell by 4%.
- High levels of competition: in terms of space (sales area per 10,000 inhabitants), the sheer concentration of available options in Germany and Austria amounts to "competitive configurations that are to some extent ruinous"
- Growing significance of digital sales channels: online sales in the DIY sector are increasing and reached a new peak in 2012