The Role of Digital Transformation in Home Improvement Marketing

September 3, 2025

Introduction: Why Digital Transformation Can’t Wait

The home improvement industry is no stranger to disruption. Supply chain swings, shifting homeowner preferences, and rising expectations for convenience are changing how building-product manufacturers reach and retain customers. What’s different now is the speed and scale of digital transformation.

This isn’t about adding a few new tools to your marketing mix. It’s about re-engineering the way you connect with contractors, distributors, and homeowners in a market where 81% of shoppers research online before they ever set foot in a store. At Draper DNA, we help manufacturers not just “keep up” but use digital transformation as a competitive weapon.

What Digital Transformation Really Means for Building Products

Digital transformation is the integration of technology into every corner of your business model—how you sell, how you serve, and how you scale. For building-product manufacturers, that looks like:

Customer journeys that start online: Whether it’s Andersen’s visualization tools or James Hardie’s contractor locator, digital is the new showroom.
Supply chain visibility: ERP and CRM integrations that cut through delays and help sales reps set clear expectations.
Data-driven marketing: Real-time dashboards that show which promotions move product regionally and which fall flat.

McKinsey reports that companies that digitize their go-to-market strategies see 5x faster revenue growth compared to laggards. The message is clear: evolve, or risk irrelevance.

Data Analytics: The New Marketing Bedrock

In the past, manufacturers leaned on gut instinct and distributor feedback to guide campaigns. Today, data analytics makes that guesswork obsolete.

Segmentation at scale: Nielsen research shows personalized marketing campaigns deliver ROI 5–8x higher than generic blasts.
Predictive insights: Tracking homeowner search patterns helps you anticipate demand for products like composite decking in the spring or energy-efficient windows ahead of winter.
Campaign agility: Real-time reporting lets you pivot messaging in days, not quarters.

At Draper DNA, we help manufacturers set up dashboards that don’t just collect data but translate it into sales stories your reps and dealers can use tomorrow.

Social Media: More Than Pretty Pictures

Home improvement brands that treat social media as an afterthought are leaving loyalty (and leads) on the table. Platforms like Instagram and TikTok aren’t just for “DIYers”—they’re where younger homeowners and pros look for ideas, validation, and vendor credibility.

Content that converts: Lowe’s “DIY in a Minute” TikTok series has racked up millions of views.
Community building: Sharing user-generated content—contractors showing off their installs—turns customers into advocates.
Targeted ads: Facebook’s micro-segmentation lets you promote premium roofing lines to affluent ZIP codes and entry-level siding to first-time buyers.

Draper DNA helps brands move beyond “posting” into building true digital communities that drive both awareness and orders.

E-Commerce: From Nice-to-Have to Must-Have

Forrester projects U.S. B2B e-commerce will hit $3 trillion by 2027. In home improvement, buyers now expect the same frictionless online experience they get from Amazon.

That means:

Mobile-optimized catalogs and checkouts.
Transparent shipping and inventory visibility.
Cross-sell and upsell engines that recommend complementary SKUs.

Simply put, if your competitors make it easier to buy online, you’re losing sales before you even know they existed.

AR & VR: The New Showroom Floor

The pandemic accelerated adoption of AR/VR across retail, and home improvement is no exception.

Augmented reality: Sherwin-Williams’ “ColorSnap” app lets homeowners preview wall colors before buying.
Virtual reality: Kitchen cabinet makers now offer VR walk-throughs of remodels, reducing buyer hesitation.

These aren’t gimmicks. They’re confidence-building tools that shorten sales cycles. Draper DNA helps manufacturers identify which immersive experiences actually move the needle in your category.

Transparency and Trust in a Digital Age

Price transparency, customer reviews, and open communication are no longer optional—they’re table stakes. Edelman’s Trust Barometer shows that 81% of consumers say trust drives purchase decisions. For manufacturers, that means:

Publishing lead times and warranties openly.
Encouraging authentic reviews from contractors and homeowners.
Using chatbots and service portals to resolve issues quickly.

Trust is the ultimate currency. Brands that earn it win more than sales; they win loyalty.

Draper DNA’s Perspective: Navigating the Digital Shift

Here’s the thing: digital transformation is messy. New tools get hyped, old habits die hard, and budgets are tight. That’s where Draper DNA steps in.

We act as a guide for building-product manufacturers, helping you:

Audit where your marketing DNA is strong and where it’s underperforming.
Prioritize digital initiatives with the biggest near-term ROI.
Align sales, marketing, and product teams under one strategy.
Layer in lifestyle marketing that speaks to homeowners as people, not just purchasers.

We don’t just speak “digital.” We speak fluent building products.

Conclusion: Don’t Just Transform—Lead

Digital transformation isn’t a buzzword. It’s the new backbone of home improvement marketing. The manufacturers that embrace it will not only survive but lead. The ones that stall will find themselves squeezed out by faster, more agile competitors.

At Draper DNA, we believe the opportunity is bigger than technology. It’s about reshaping how building-product manufacturers connect with audiences, earn trust, and drive growth in an industry that’s evolving faster than ever.

Are you ready to make digital transformation part of your DNA?