Last year's winner dethroned
This is the most popular hardware store among Germans
November 18, 2024Reading time: 2 minutes
Hornbach is Germany's most popular hardware store. In the “Customer Monitor 2024” the giant displaces last year’s winner – but it also has weaknesses.
Germans are less satisfied with their hardware stores than with other retailers. According to “Customer Monitor 2024” from Munich Service Barometer AG, the industry is slipping further: with an overall grade of 2.26, it is behind garden centers, discounters and supermarkets. But there are also winners: Hornbach is now Germany's most popular hardware store.
The hardware store giant from Bornheim (Palatinate) achieved a satisfaction rating of 2.11. This is followed by Globus Baumarkt, Bauhaus and Sonderpreis Baumarkt. Hellweg, Obi, Toom Baumarkt and Hagebau are at the bottom of the list.
One reason for Hornbach's success is the combination of a wide range, high quality and modern digital offerings, say customers.
The importance of the Internet for shopping is growing. 41 percent of customers now buy hardware store products online or obtain information in advance on the store's websites. That's what matters: those who inform themselves before buying often rate the price-performance ratio better. This is where Hornbach scores points over the competition with its digital solutions.
Despite falling overall grades, there are areas in which the hardware stores are convincing. The on-site advice is praised by most customers. Above all, the friendliness and comprehensibility of the information score well. Hagebau achieves the best values here. Many markets have also improved in terms of overall customer friendliness – they are now above the level of grocery stores.
A different picture emerges when it comes to the presentation of goods. Many customers have difficulty finding products on the market. With a grade of 2.48, this area drops significantly. No hardware store was able to make a positive impact here.
The hardware stores are feeling increasing competition – not only among themselves, but also from alternatives such as Amazon, Aldi and Lidl. Almost a third of the customers surveyed also use Amazon to purchase hardware store items. Discounters also play a role with up to 16 percent.
The study is based on 6,426 reviews and shows: If you want to retain customers in the long term, you not only have to convince them in the market, but increasingly also on the Internet.
