Bunnings launches DIY series aimed at millennials
Bunnings has just launched a nine-part DIY series on YouTube, ‘Make It Yours’, to educate consumers on small-space renovations that can be completed on a budget, according to a recent Inside Retail Australia report.
While Bunnings already provides ‘how-to’ guides on its website, this new series is focused on a generation of younger Australians – such as those living in smaller homes, or who are long term renters.
“We know that younger Australians see DIY differently, having less aptitude towards traditional DIY and are turning toward interior design trends and easy cosmetic upgrades to freshen up their homes,” Bunnings General Manager Keith Murray said in the Inside Retail Australia report.
“’Make It Yours’ will deliver DIY in a new format, showcasing how easy DIY can be on a modest budget and inspire the next generation of DIYers to create the home of their dreams, whether they are home-owners, long-term renters or personalising their space within the family home,” Mr Murray said in the report.
The initiative has partnered with 13 different creators, with new episodes launched every Monday for the next nine weeks. The launch comes after Bunnings was previously noted as reporting it will put a greater focus on serving the “next generation of customers”.
During a presentation to investors in March, Bunnings said to investors that changing demographic and societal trends have affected the way consumers spend their money, and millennials, who are making up a greater proportion of the company’s customer base, have less DIY aptitude but greater digital awareness.