Increasing retail sales is a primary objective for both building product manufacturers and their distributors.

There are several factors that contribute to the performance of a product line, from cost and presentation to how it aligns with customers’ purchase motivations. It also comes down to improving product placement to bolster brand awareness; enhancing information access across multiple platforms to encourage product consideration; increasing foot traffic in the retail space itself; and developing targeted, data-driven channel marketing strategies.

As economic uncertainty persists into 2026, with fluctuating demand patterns and shifts in customer expectations, there remain unique growth opportunities for companies that are customer-focused and ready to adapt their positioning, sales, and marketing to meet increasing competition from all sides. 

How to Increase Sales in Retail Environments

Depending on the scope of your product portfolio, your retail sales needs may need to cater to both DIY homeowners and home improvement professionals and building contractors. Each of these customers have unique challenges, preferences, and motivations, so understanding their behaviors and motivations and tailoring your marketing and selling tactics is critical.

Here are a few considerations for connecting with customers where they’re at and bolstering your retail sales:

1. Use Packaging and Merchandising that Communicates Value

Product price and project budgets were primary factors in purchasing decisions in 2025 and will continue deep into 2026. Brands should emphasize strong value propositions—highlighting quality, availability, and support attributes—to appeal to budget-conscious consumers and stand out in a competitive market.

While re-assessing your pricing strategy is an important part of keeping your brand relevant and competitive, price cuts for the sake of price cuts isn’t going to be a sustainable strategy in the long run.  

Instead, focus on developing merchandising and packaging that effectively communicates the value of your products and positions the brand such that any difference in price does not deter consideration in lieu of cheaper alternatives.  

Conduct market segmentation research to ensure these marketing strategies are aligned with current customer challenges and motivations, brand usage and other distinguishing factors among customer segments.

2. Lower the Entry Level Price Point for a Product Line

If you feel like price is a barrier to cultivating brand loyalty and getting new customers to try your products, consider introducing a product with a lower price point to make the entry level more accessible, and providing a breadth of offerings that align with "Good, Better, Best".  

This way you can avoid taking the discount shortcut, which so often leads to tarnished brands, but give more price-sensitive shoppers a chance to sample your product line at an affordable level.  

Reintroducing products at entry level price points will advance market penetration efforts during economically tighter times. As the desire and intent among homeowners to remodel remains high but budgets are constricted, your brand can keep unit sales up among DIYers and contractors, while simultaneously earning favor during PLRs with top retailers.

Be sure to conduct product development research to gain insights into the features that are required of the customer, and which features are ‘nice to have.”  This will allow you to de-engineer your product to achieve a lower cost deliverable. 

3. Create Complementary Digital Collateral

According to findings in our 2025 Building Products Customer Guide, digital engagement, including online research and social media, also continues to play a bigger role in purchasing decisions. All customer types are conducting a combination of in-store and online research before making a product purchase, with the vast majority of their product research occurring online, not in-store.

More than 90% of DIYers did at least some online research before making a purchase, with 38% dedicating about an hour. Pros also are serious about researching their building products, with nearly three-quarters spending at least 30 minutes researching before buying, and a notable majority doing research both online and in-store. The majority of architects and designers reported spending an hour or more on online research before specifying products, with nearly a quarter spending multiple hours on their research, according to our report.

In light of these trends, one strategy for boosting retail sales is to create digital collateral that is both complimentary and complementary to your retail efforts. Feature your materials and products in how-to videos and project idea videos that you and your channel partners can share on your YouTube channels, social media, and your websites. While videos are optimal, blog posts and infographics are also valuable.  

This strategy is beneficial because it increases awareness of your brand, exemplifies how customers can use your product, and adds value during the consideration phase of their buyer’s journey.

Remember to follow-through and provide helpful digital content related to product installation and maintenance as well. This follow-through effort will further strengthen customers’ positive association with your brand because you’ve continued to provide help after the transaction was already complete. Being a resource in this way will keep your brand top of mind when they are doing improvement projects or repairs in the future.

For more detailed data about how different buyer groups are engaging in online and in-store research, request access to the latest Building Products Customer Guide below:

4. Establish Strategic Partnerships

If you haven't already, it’s time to start thinking about expanding your distribution channels if you want to target Millennials and Gen Z as they’re using a wider range of suppliers. Partnering with major online retailers is a great way to reach this tech-savvy group. They want seamless online experiences, so whether you partner with another retailer or choose to create your own e-commerce site, be sure to prioritize intuitive site navigation and real-time stock updates.

In general, as you’re developing products, creating marketing strategies, and building extra marketing collateral, keep your partners and their goals in mind. Make it a habit to bring them new products to sample and to keep their inventory fresh. Spend time fostering relationships and ensuring their teams feel equipped to communicate about and promote your brand and your product lines. Develop promotions that are consistent with your partners’ goals, as well as your own. You can also strategically collaborate to cross-sell with partner brands and reach new prospective customers. 

A great example of this is the collaboration between manufacturers and retailers to meet today’s customer demands. Manufacturers have expertise in product information, materials, and content. Retailers excel at logistics, reviews, and pricing information. Leverage the strengths of your organization and your partners’.

5. Engage in Creative Problem-Solving with Distributors

Along the same line, growing the business of big box stores and other distributors will have a positive impact on your own growth. Work to differentiate yourself from other suppliers by keeping their interests in mind and helping to solve the problems they’re facing. Listen to their concerns. Be a solution where you can, not one of their problems.

Provide them with data you’ve collected about industry trends, insights into customer behaviors, and market sizing statistics. The more you can foster an amicable, symbiotic relationship, the better it will be for both of you.

The lingering problem of retail theft is one you can work with big box stores to help mitigate, as well, so that you both reduce inventory losses and maintain healthier profit margins and retain brand equity.

6. Focus on Sustainability to Meet Shifting Behaviors

Sustainability continues to be a key factor in product-purchasing decisions, especially for younger consumers and commercial segments.

Beyond environmental benefits, the return on investment (ROI) that sustainability provides—such as energy-efficient products that reduce utility costs—is increasingly important. This focus bridges the gap, particularly with budget-sensitive customers in an environment of rising costs.

Increasing your efforts around this characteristic is especially vital to reach the up-and-coming Gen Z homeowners, who are more than twice as likely as those from all other demographics to be motivated to try a new brand based on sustainable and environmentally friendly options.  

7. Improve the Customer Experience in the Store Where You Can

Distributors can drive retail sales by working to improve the in-store customer experience, and manufacturers don’t have to relegate themselves to the backseat in that regard either. After all, home builders, in particular, are sticking to in-store options for more than 80% of their shopping, specifically at farm and ranch stores and hardware stores, with minimal interest in online suppliers.

While your distributors and big-box retailers should be hiring and cultivating a workforce that is knowledgeable and values providing positive customer experiences, manufacturer’s channel teams can provide sales enablement playbooks and resources to retail associates to improve their ability to recommend your product to a customer in need.  

Beyond working to provide resources and invest in programs that educate retail associates about project uses and ideal scenarios for your products, keep your in-store visuals relevant and up to date. Ensure your message resonates with customers as their needs change due to the season or alongside shifts in current remodeling trends.  

Remember that all customer types are conducting online research alongside in-store research according to the latest findings in the 2025 Building Products Customer Guide. Consider leveraging QR codes on your product packaging to engage with customers online while they are in-store.

8. Use Product Returns Effectively

Product returns are typically viewed as an unappealing part of retail business. However, you can be strategic and use them to your advantage through your channel marketing programs that keep retail partners’ employees informed about best uses for your products.  

Product returns get customers back in-store—which is where you want them, especially if it was not your brand they purchased. If retail associates are cordial, helpful, and able to recommend a replacement brand (like yours), it gives customers a renewed buying experience that can contribute to brand loyalty.  

9. Provide Strategic Support for Specific Buying Groups

When it comes to what DIYers want from manufacturers, the top three things are quickly repairing and/or replacing faulty items; phone support; and text or chat support. However, there are some distinct differences in how various demographics view and value specific types of support.

For example, Boomers prefer phone support, while Gen Z homeowners are significantly more in favor of mobile apps than their peers. They also are more motivated by rewards programs than all other demographics. Millennials and Boomers also favor in-store support.

That’s why it’s critical to develop support strategies that will most appeal to your existing and prospective buyers to boost retail sales. Strong phone and email support are essential, while investing in app-based communication will help you connect better with tech-savvy segments like Gen Z and Heavy DIYers.

For industry professionals, like contractors and builders, brands should offer multiple forms of communication that keep an open and flowing dialogue, including phone, email, apps, social, and in-person support. Through this support, you can highlight your products, how to use them, and what complementary products they might consider. 

Increasing Retail Sales for Your Building Materials Brand

If you’re trying to figure out how to drive retail sales all while home improvement budgets are shrinking, it’s important to know that there’s no single solution or strategy. Both suppliers and distributors are part of the equation to supply entry-level product options, educate customers, and drive project demand.  

Success in your retail sales figures starts with having the right data about your customers’ purchase motivations and brand perceptions. Our custom marketing research team here at The Farnsworth Group will get you the answers your product, marketing, channel, and sales teams need to increase your market share in years ahead.