As retail for the home improvement sector enters the 21st century, bringing with it all the demands of the modern consumer, retailers need to think hard about building an in-store experience that excites shoppers.

With the convenience of online retail, it takes a lot to get shoppers off the couch and into stores--and while home improvement retailers have their loyal customers, there are plenty of shoppers that need that extra “oomph” to choose your store over all the rest.

Here are the two types of customers that home improvement retailers should target when building their in-store experience:

The Professional
Not all shoppers are casual consumers--especially when it comes to hardware. Professional contractors can be a huge source of business, as they’re working on larger-scale projects more frequently than the average customer.

Big-name home improvement retailers have been duking it out to win the loyalty of the pros, with Home Depot boasting 1 million pro customers and Lowe’s picking up steam. In order to attract professional contractors, home improvement retailers follow the data.

Most contractors rent tools, so Home Depot has provided a business-to-business site that allows rentals as well as purchases.

Both Lowe’s and Home Depot have dedicated preferred parking spots, supervisors, and advisors for professional contractors to facilitate sales.

And, of course, they’re making sure they’re well-stocked--professionals are likely to buy more in one transaction than the average DIY customer.

The Millennial
They’re the hot market when it comes to avocado toast and Netflix--but they’re also driving home improvement retail now more than ever.

A recent study by HomeAdvisor found that millennials are doing more home improvement projects each year than any other age group, as they’re finally beginning to buy houses instead of rent (and often choose older houses with lots of necessary improvements at the ready).

How do you capture this hot market? By gearing the in-store experience towards new homeowners, city dwellers, and people that love fun.

Easy-to-understand signage, helpful and friendly staff, and tech-heavy retail tools are all key when it comes to serving millennials.

And an engaging display, an in-store event, or a store navigation app will all motivate millennials to choose your store over the hardware store next door.

When it comes to new homeowners, keeping the experience fresh--and the products aligned towards urban and smaller homes--will make for big returns.

The Takeaway
Every customer is important. But when it comes to home improvement, there are two major demographics that will be key to keeping your business booming.

And as with any store, having your target demographic in mind when designing stores is always a recipe for success.

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