Marketing Home Improvement Products Across Channels

An Australian Perspective on the B2B–B2C Convergence in Hardware Retail

In today’s home improvement market, the line between B2B and B2C has blurred — especially in Australia, where hardware giants like Bunnings, Mitre 10, and Home Timber & Hardware cater to both professional trades and DIY homeowners. This convergence means that suppliers can no longer afford to treat these audiences in isolation. Instead, success depends on delivering value at every stage of the supply chain, with messaging and content that are both targeted and cohesive.

The Role of Major Australian Retailers

Bunnings Warehouse, the dominant player in Australia, is a hybrid model: part trade supplier, part consumer megastore. They expect suppliers to support products with strong packaging, in-store displays, and ready-to-use marketing assets — while also being able to supply digital content, how-to videos, and data feeds for online sales.

Mitre 10 (part of the IHG group) leans more toward independent trade professionals and regional consumers. Their suppliers must often offer technical documentation, training support, and trade-focused promotions.

Home Timber & Hardware, also part of IHG, serves regional and professional segments and expects strong trade reliability paired with increasingly competitive digital support for e-commerce.

All three expect suppliers to meet omnichannel demands: trade kits, product specifications, in-store POP, online descriptions, video content, and social-ready imagery. This is no longer a “nice to have” — it’s required for shelf and screen visibility.

The Shift to Digital: What’s Changed

In the past five years, digital platforms have dramatically reshaped the path to purchase in the Australian home improvement sector:

• DIY consumers now research and compare online before visiting a store — even for small purchases like sealants or tools.
• Trade professionals increasingly rely on YouTube tutorials, product demos, and spec sheet downloads to make informed decisions on-site or on the go.
• Retailers have expanded Click & Collect, B2B portals, and mobile apps, pushing suppliers to maintain real-time inventory data, digital catalogues, and flexible fulfilment options.

How Australia Compares Globally

Region	Key Characteristics
Australia	Hybrid trade/DIY market, retailer-led expectations, high digital consumer literacy
USA	Highly fragmented but competitive; strong emphasis on influencer marketing and private label branding (e.g. Home Depot, Lowe’s)
Europe	More regional complexity, stricter environmental standards; emphasis on local sourcing and certifications.
Asia (Emerging)	Trade-heavy, price-sensitive, low DIY penetration; digital platforms are mobile-first and marketplace-driven (e.g. Shopee, Lazada)

Australian brands are well positioned between the advanced markets of the US and Europe and the fast-growing trade-led markets in Asia. However, they need to stay agile and content-ready to compete globally and locally.

What Brands and Suppliers Need to Do

Create Dual-Track Marketing Strategies

Develop tailored messaging for both trade and consumer audiences — but keep branding consistent.

Invest in Content That Converts Across Channels

From spec sheets and SDS files to DIY tutorials and lifestyle imagery — content must be versatile, accessible, and optimised for each channel (in-store, website, marketplaces, social).

Support Retailer Expectations

Provide full content kits, data feeds, and campaign support for key retailers like Bunnings and Mitre 10. Be proactive in aligning with their promotional calendars and digital upgrades.

Digitally Enable Your Product Range

Use tools like QR codes on packaging, mobile-optimised how-to content, AR/VR demos, and integration with product configurators.

Think Beyond Product – Sell Solutions

Especially in trade, shift from just selling materials to positioning complete systems or solutions. This increases basket size and brand loyalty.

Stay Globally Informed, Locally Relevant

Monitor trends in North America and Europe (e.g. sustainability, smart home, modular systems) and translate them into meaningful value for Australian or Southeast Asian markets.

Final Thought

In Australia’s evolving home improvement landscape, brands that succeed will be those that bridge the B2B–B2C divide — not just by having the right products, but by telling the right stories, through the right channels, to the right people.