Numerator Launches Home Improvement Tracker

US-based consumer insight specialist Numerator has launched a Home Improvement Tracker providing biweekly insight into omnichannel buying behavior, advertising and promotional activity.

Chicago-based Numerator was formed in 2018 when Market Track combined its own brand and that of its subsidiary InfoScout under a single new name. The new tracker reports change versus a year ago for online and in-store performance metrics - including household, penetration, buying rate, and purchase frequency - and also provides an index of year-over-year promotions and advertisements.

Eight categories are covered in the tracker: power tools, hand tools, paint and supplies, kitchen and bathroom fixtures, patio, outdoor power equipment, major appliances, and household cleaners and cleaning tools. According to the initial report, spend per trip for home improvement categories is approximately double for online purchases what it is in-store ($72.75 vs $35.52, YTD 2021), with paint and supplies seeing the largest growth among all tracked categories in household penetration last year (+9 points).

In a statement, the firm said: 'Building an effective strategy for winning modern consumers requires unmatched insight into consumer purchase behavior, opinions and influencers. With Numerator, home improvement brands and retailers have any-time access to the industry's fastest and most accurate consumer insights data, compiled from actual receipts provided by our modern (and massive) consumer panel - not from recall surveys'.

Web site: www.numerator.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.