The end of the affair

Fifty years ago, DIY took off because homeowners could bypass unreliable, hard to get tradesmen, and save a bomb by doing their own home improvement. With advice and tips maybe they could do as good a job too. Thirty seven years ago, B&Q opened its first store and took it a stage further. They persuaded customers it was fashionable and smart to do it all themselves, from selection and collection, to planning, design and application. It was a successful business model.

But, the reality of DIY is at odds with the dream. Today's homeowners are cash rich but time poor, and they have better things to do. A hard core of professional DIYers take pride in doing a better job than builders do, but for most it's just a chore. It's dangerous and no longer fashionable, and the results are frequently disappointing. In practice, homeowners need more advice and help than they're offered, and asking non-property owning DIY-virgin assistants is like the blind leading the blind. Bodged DIY jobs cut the value of your home. When your home is your biggest asset by far, that's a serious consideration.

DIY is dead. Long live DIFY (Do It For You)

Of course, DIY is not dead, but it is in transition. Much 'DIY' is not DIY at all. It is BIY (Buy It Yourself), and getting someone more skilled - a friend or neighbour, or a paid professional - to rescue or complete the job.

Homeowners have lost none of their enthusiasm for home improvement. If anything the desire has intensified. The lure of ever improving lifestyles and ever improving property calues is seductive. High profile TV makeover programmes, magazine features and shows are both a reflection of the demand, and a factor in maintaining demand.

Homeowners want the dream, but they want it on a plate. They want to choose from a wide selection of visualized projects in catalogues or room sets, from kitchens or conservatories, to hard landscaping garden designs, extensions, and complete homes. They want to buy what they need, from supply only to the complete package. Direct sell home improvement companies from Anglian Home Improvements to small local companies have always done this, and it's a huge market. Now, B&Q and self build are getting in on the act.

It took poor trading to get B&Q to respond to a changing market, but now it is refurbishing 11 UK stores to make the 'sheds' softer, the shopping experience more pleasurable and to provide a wider, more personal service. Room sets - and there are 70 or so in these new-look stores - replace supermarket style aisles. Women have a hand in over 70% of home improvement purchases, and usually the deciding hand. Not only is the chain refurbishing its stores to include mezzanine floors with customer service areas and room sets with soft furninshings, but it now offers an in-house design and fitting service too.

On closer examination, self build turns out to be nothing of the sort, with many jobs subcontracted or done with professional help. One self build website sets out to correct the false impression right from the start, in case people were put off, thinking they had to do it themselves.

Buildstore's big new Swindon store makes it clear. From finance, design and help with visualisation, sourcing, planning, and keeping track to skilled professionls to do it all for you (DIFY), everything you need is on hand.

Builders' Merchants missed out on the DIY revolution. Will they also pass on this bigger DIFY opportunity?