In 2024, sales of home improvement products by specialty retailers to construction professionals fell by 10.9 percent, compared with a 4.3 percent decline for large home improvement stores (FMB and INOHA). Each channel is now targeting the other’s customer base: big-box home improvement stores are courting tradespeople, while specialty suppliers are opening up to consumers. The same product shelf must display two price points: a clear, comparable retail price and a trade price involving price cards, tiered pricing, and counter negotiations.
White paper
Businesses and individuals: two prices on the same shelf, without cannibalizing sales
This white paper shows that cannibalization between professionals and consumers does not stem from the price gap between the two, but from poorly designed barriers between them: cards that are too easy to obtain, discounts offered in the wrong places, retail prices that follow a competing professional price, and tiered pricing that rewards loyalty. Verified figures from 2024 to 2026 (FMB and INOHA, Xerfi, Coédis study, Xerfi and TBC Innovations, Zepros Négoce, Service-public.fr).
By downloading it, you will discover
- Why Consumers and Professionals Don't See the Same Price: "Total Price Including Tax" Labels on One Side, "Net Price Excluding Tax" Terms on the Other
- Where the professional benefit is diverted toward purchases that would have been made at the retail price, and how to measure this on a household-by-household basis
- How much volume must a discount generate to break even: for a company with a 22% margin, an 8-point discount requires a 57% increase in volume
- Seven pricing barriers to ensure professionals get the best deal without affecting the price listed on the shelf
- Eight indicators and a 90-day plan to manage retail prices in competition with big-box stores and wholesale prices in competition with distributors
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