CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

Northern

Tool

+

Equipment

inthe

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Northern

Tool

+Equipment’sperformance

inthe

DIY&garden

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202465%

of

Northern

Tool

+

Equipment

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Northern

Tool

+Equipment’sbrandingresonates?Northern

Tool

+Equipmentranksninthinawarenessmore

with

Millennialswithin

the

DIY&garden

onlineshop

market?Northern

Tool

+Equipmentgenerally

appealstomen

?Thepopularity

ratingof

Northern

Tool

+Equipment

ismore

than

women

14%?Among

Northern

Tool

+Equipment

enthusiasts,51%

?Northern

Tool

+Equipmentranksoutside

the

Top

10fallunderthe

high-income

categoryinusage?Consumers

want

theirDIY&gardenonline

shopbrandstohavehonesty

/trustworthiness,

reliability,andhigh

value?In

terms

of

loyalty,Northern

Tool

+EquipmentisoutsidetheTop10

intheUnitedStates?Northern

Tool

+Equipmenthasascore

of15%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Northern

Tool

+

Equipment

at

65%Brand

profile:

snapshotBrand

performance

of

NorthernTool

+Equipmentin

theUnitedStates65%28%15%14%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=352,

respondents

who

know

the

individual

brand

(popularity),

n=352,respondents

who

know

the

individual

brand

(usage),

n=46,

respondents

who

have

used

the

individual

brand

(loyalty),

n=352,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Northern

Tool

+

Equipment’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations54%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNorthern

Tool

+Equipmentbygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatNorthern

Tool

+Equipmentisliked

by6%

of

Babyboomers

and

18%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is8%

and29%,

respectively.37%29%26%22%18%ForMillennials

andGen

Z,

54%

and

22%

feel

positivelytowards

Northern

Tool

+Equipment,versus

37%

and26%.

Socurrently,

forNorthern

Tool

+Equipment,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

NorthernTool+Equipment

enthusiast,

n=951,

DIY&

gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Northern

Tool

+

Equipment

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Northern

Tool

+Equipmentshows

thatwomen

arelesslikely

to

haveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Northern

Tool

+Equipmenthasahigherproportion

ofLGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.16%28%72%49%51%72%

ofmen

likeNorthern

Tool

+Equipmentcompared

to

28%

of

women,whereas

forthe

overall

industry,51%

ofmen

useDIY

&garden

onlineshopscompared

to

49%

of

women.82%16%

ofNorthern

Tool

+Equipmententhusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=50,NorthernTool+

Equipment

enthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Northern

Tool

+

Equipment

enthusiasts,

51%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.18%Single25%34%16%19%CoupleSingleparentNuclear51%

ofNorthern

Tool

+Equipmententhusiastsare

from

high-incomehouseholds.Northern

Tool

+Equipment’sbrandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,24%

ofNorthern

Tool

+Equipmententhusiastshavethiscurrent

livingsituation.51%10%11%35%31%24%20%23%Multi-generational4%4%18%14%ExtendedOther26%10%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

NorthernTool+Equipmententhusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andhigh

value.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Northern

Tool

+Equipmentusers

alsoappreciate

these

key

attributes,indicating

Northern

Tool

+Equipmentexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNorthern

Tool

+Equipmententhusiastsareleast

focusedon

arethrill/excitement

andboldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessNorthern

Tool

+Equipmentshould

workon

promoting

reliability

toconvertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=46,

NorthernTool+

Equipment

users’,n=50,

NorthernTool+

Equipment

enthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Northern

Tool

+

Equipment

fans,

44%

state

that

they

get

excited

aboutDIY

&

garden

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?52%44%40%40%40%36%27%26%25%24%21%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=50,

NorthernTool+Equipment

enthusiast,

n=951,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1165%

of

Northern

Tool

+

Equipment

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinthe

United

Statesis42%.

Awareness

of

Northern

Tool

+Equipment,however,

isat28%.Awareness14%

ofU.S.

DIY&garden

onlineshop

users

say

theylikeNorthern

Tool

+Equipment,compared

toanindustryaverage

brand

popularity

of31%.BuzzPopularity13%

ofindustryusers

intheUnitedStatessaythey

useNorthern

Tool

+Equipment,with

the

average

usageofabrandat25%.65%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Northern

Tool

+Equipmenthasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of15%

compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=352,

respondents

who

know

the

individual

brand

(popularity),

n=352,respondents

who

know

the

individual

brand

(usage),

n=46,

respondents

who

have

used

the

individual

brand

(loyalty),

n=352,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Northern

Tool

+

Equipment

ranks

ninth

in

awareness

within

the

DIY

&

gardenonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNorthern

Tool

+EquipmentRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1TheHomeDepot92%90%84%74%65%47%44%29%28%23%2Lowe's28%3Ace4TEMU5Harbor

FreightGraingerUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Menards72%8Do

it

BestOutofallrespondents,

28%

were

aware

of

NorthernTool

+Equipment.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9Northern

Tool+EquipmentGardener's

SupplyCompanyAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Northern

Tool

+

Equipment

is

14%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNorthern

Tool

+EquipmentRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheHomeDepot59%59%42%39%38%36%33%31%30%14%2Lowe's3Ace4MenardsOutofconsumers

who

knew

thebrand,

14%

saidtheyliked

Northern

Tool

+Equipment.ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.5Harbor

FreightGarden

GoodsBrighterBTEMU67886%9Best

MaterialsPopularityN/A10Gardener's

Supply

Company

25%14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=352,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Northern

Tool

+

Equipment

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNorthern

Tool

+EquipmentRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1TheHomeDepot13%2Lowe's41%3Garden

GoodsBest

MaterialsAce31%Outofconsumers

who

knew

thebrand,

13%

saidtheyused

Northern

Tool

+Equipment.ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.429%528%6Menards27%7TEMU25%8Harbor

FreightBrighterB25%87%924%UsageN/A10Gardener's

Supply

Company

23%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=352,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Northern

Tool

+

Equipment

is

outside

the

Top

10

in

theUnited

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNorthern

Tool

+Equipment’sconsumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1TheHomeDepot2Lowe's87%3Menards87%35%4TEMU79%5Ace77%6Best

MaterialsHarbor

FreightGarden

GoodsMSC75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.65%774%872%970%Outofrespondents

whohaveused

Northern

Tool

+Equipment,65%

saidthey

would

usethe

brandagain.LoyaltyN/A10TrueLeaf

Market69%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=46,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Northern

Tool

+

Equipment

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNorthern

Tool

+EquipmentRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Lowe's15%2TheHomeDepotBest

MaterialsAce40%335%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutNorthern

Tool

+Equipment

inthemedia.

This

ranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.435%5TEMU35%6Garden

GoodsMenards33%729%8BrighterBHarbor

FreightDo

it

Best28%85%927%BuzzN/A1025%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=352,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtool