This means that one in four shoppers at Carters are tradies, which is the highest proportion of tradies to non-tradies out of all the hardware stores.
In comparison, tradespeople made up one in five customers at ITM (20.2 percent), one in six at Placemakers (16.4 percent), one in seven at Bunnings (14.1 percent) and one in nine at Mitre 10 (11.4 percent).
But the two dominant players – Bunnings and Mitre 10 – still have the highest numbers of tradies overall.
In an average four-week period, 36.7 percent of tradies shop at Mitre 10 and 31.4 percent shop at Bunnings.
Proportion of hardware store customers who are Tradespeople/Technicians:
Source: Roy Morgan Single Source (New Zealand), November 2013 – October 2014. Base: New Zealanders 14+.
The survey also used Helix Personas, a consumer segmentation tool, to determine the types of people that are most likely to be a tradesperson.
Helix named the personas Older Set for Life; Areas in Transition; Penny Wise; Life Strivers; Country Comforts; Making the Rent and Big Future.
The research company plotted the six personas on a map in Christchurch and found a Carters store is smack-bang in the middle of an area where one in eight people are tradies.
Roy Morgan Research client services manager John La Rosas says it’s vital for retailers to have a full understanding of their customers.
He says mapping where different types of people live in order to look for opportunities for future stores, and advertising to people around existing stores will help retailers thrive in a competitive market.
“With Mitre 10 and Bunnings dominating the market, it’s vital for smaller hardware chains to understand their current customers and pinpoint niche targeting opportunities,” La Rosa says.
“The unhandy among us may often ask a tradie friend where to go for supplies, so having a solid customer base of professionals is also an important word-of-mouth tool for stores.”