Chapter 5: Key Points for Implementing OMO in Home Improvement Stores

Apr 14
4 min read

In home improvement retail, the success of OMO (Online Merges with Offline) strategies largely depends on how retailers handle products that are bulky, heavy, and often require specialized knowledge for installation or use. Items such as tools, building materials, DIY supplies, exterior materials, and disaster-prevention goods cannot be easily purchased based on online comparison alone. Customers typically need to see the actual product, understand how it fits into a project, and receive advice on usage or installation.

As a result, a clear division of roles has emerged: online channels support comparison, search, and planning, while physical stores support verification, consultation, and execution. This structure forms the foundation of OMO in home improvement retail.

This chapter outlines how OMO is implemented in practice, based on initiatives by leading companies such as Cainz, DCM Holdings, and Kohnan Shoji.

1. Inventory Search + In-Store Pickup: Plan Online, Execute In Store

The starting point of OMO in home improvement retail is the integration of inventory search and in-store pickup (BOPIS).

Cainz enables customers to check store-specific inventory, reserve items, and pick them up in-store via its app and e-commerce platform. This allows customers to secure products in advance, reducing time spent searching in-store and enabling them to focus on confirming and collecting items.

DCM Holdings has also strengthened its BOPIS model by integrating its online store with physical inventory. Its integrated reports highlight the importance of combining digital and physical channels to create seamless purchasing experiences.

Similarly, Kohnan Shoji provides inventory search and in-store pickup through its online platform, allowing customers to confirm product availability before visiting. In all cases, e-commerce functions not as a standalone sales channel, but as a preparation tool for store visits.

2. DIY Support: Linking Online Learning with In-Store Consultation

A defining feature of OMO in home improvement retail is the integration of online learning and in-store consultation.

Cainz actively provides DIY content through its website and digital channels, helping customers understand how to use products before visiting stores. In-store, consultation counters and product displays allow staff to provide tailored advice based on individual needs.

DCM Holdings follows a similar approach by offering product usage information and project examples online, which enhances the quality of in-store consultations. Physical stores then serve as spaces where customers can translate knowledge into action, supported by real product samples and expert guidance.

3. Disaster Preparedness: Addressing Consumer Anxiety Through OMO

Another key area where OMO is expanding is disaster preparedness and infrastructure support.

Cainz provides dedicated online content for disaster preparedness, linking product information with store inventory. Customers can identify necessary items in advance and then visit stores to confirm and purchase them.

DCM Holdings also strengthens its online communication around disaster prevention and safety products. By connecting online awareness with in-store consultation and purchasing, both companies create a seamless OMO experience that addresses consumer concerns.

4. Tool Rental and Services: Expanding Beyond Product Sales

OMO in home improvement retail is expanding beyond product sales into service offerings such as tool rental and installation support.

Cainz offers tool rental services with online inventory checks and reservation capabilities. Customers can decide what to rent online and receive guidance on usage and safety in-store.

DCM Holdings also provides rental services for tools and equipment, integrating online reservation with in-store support. This model reflects a broader shift from “owning” to “accessing” products when needed, with stores playing a key role in execution and support.

5. BOPIS for Large Items: Improving Efficiency and Convenience

BOPIS (Buy Online, Pick Up In Store) is particularly important for large and heavy items such as furniture, appliances, and gardening supplies.

Cainz has implemented nationwide in-store pickup services, supported by dedicated pickup areas and staff assistance. Stores serve not only as collection points, but also as places for product confirmation and additional recommendations.

Kohnan Shoji also promotes in-store pickup, especially for large items where physical verification is important. This approach improves both logistics efficiency and customer satisfaction.

6. Data Utilization: Turning Online Behavior into In-Store Proposals

Another key aspect of OMO is the use of data to connect online behavior with in-store experiences.

Cainz uses search and browsing data from its e-commerce platform to optimize product recommendations and store layouts. This enables more relevant proposals and improves the overall shopping experience.

DCM Holdings similarly integrates online and offline data to redesign store layouts and enhance customer service. By linking customer intent identified online with in-store interactions, retailers can maximize sales opportunities.

Conclusion: OMO in Home Improvement Retail as “Project Support”

Unlike drugstores, which focus on frequent daily purchases, home improvement retail is structured around project-based consumption. Customers engage in a process that includes researching, planning, verifying, consulting, and executing.

Leading companies such as Cainz, DCM Holdings, and Kohnan Shoji have operationalized this model through multiple elements: inventory search, in-store pickup, online learning, consultation services, disaster preparedness, rental services, and data utilization.

OMO in home improvement retail is not simply about integrating channels. It is about designing the entire process of problem-solving for the customer. This project-oriented approach represents the essence of OMO in lifestyle retail.