Digital Shelf Analytics for Home & DIY Brands 2025

The European Home & DIY market represents one of the most complex digital shelf environments for brand manufacturers. With the sector valued at €148 billion and online sales projected to reach €31 billion by 2027, brands selling building materials, fixtures, tools, and hardware face unique challenges that generic digital shelf analytics platforms simply cannot address.

From Grohe managing technical plumbing specifications across 47 European markets to Bosch Power Tools navigating the professional versus consumer divide, Home & DIY brands operate in a category where product specifications determine safety compliance, where a single incorrect dimension can trigger product returns, and where the same SKU may appear in both consumer DIY stores and professional trade channels with entirely different content requirements.

Generic digital shelf platforms designed for FMCG categories focus on availability and pricing. They check whether product images exist but cannot verify whether technical drawings meet retailer specifications. They confirm prices are displayed but miss the critical installer certifications that determine whether a professional tradesperson will specify your product. They track search rankings without understanding that "15mm compression fitting" and "½ inch compression fitting" represent the same product to different buyer segments.

In short: Home & DIY brands require specialised digital shelf analytics because technical product specifications must be accurate for safety and compliance, content must serve both professional tradespeople and consumer DIY enthusiasts, and multi-channel complexity spans specialist trade suppliers, mass-market DIY retailers, and online marketplaces simultaneously. Generic platforms designed for FMCG check basic content completeness when Home & DIY brands need specification verification, technical compliance monitoring, and professional certification tracking. With the European Home Improvement market growing 3.2% annually and online penetration accelerating post-pandemic, specialised digital shelf capabilities have become essential for brands competing in this technically demanding sector.

Table of Contents

• Why do Home & DIY brands need specialised digital shelf analytics?
• What unique digital shelf challenges do Home & DIY brands face?
• How does the professional versus consumer split affect digital shelf strategy?
• What technical specification requirements must platforms verify?
• Which retailers should Home & DIY digital shelf analytics cover?
• How do leading Home & DIY brands use digital shelf analytics?
• What capabilities must Home & DIY digital shelf platforms provide?
• How should Home & DIY brands evaluate digital shelf analytics platforms?
• Key Takeaways
• Frequently Asked Questions

Why do Home & DIY brands need specialised digital shelf analytics?

Home & DIY brands need specialised digital shelf analytics because the category operates under unique constraints that generic platforms cannot address: technical specifications that determine product safety and legal compliance, dual-channel requirements serving both professionals and consumers, and seasonal demand patterns that create availability challenges during peak renovation periods.

The technical complexity alone sets Home & DIY apart from most consumer goods categories. When Hansgrohe lists a shower system on B&Q's website, the product detail page must include water pressure requirements, pipe diameter compatibility, installation clearance dimensions, electrical certification (for digital models), and water efficiency ratings. Each specification affects whether the product works safely in the customer's home. Generic platforms confirm the fields exist; specialised platforms verify the values are correct and consistent across retailers.

Technical accuracy prevents costly returns

The home improvement sector experiences return rates of 8-12% for online purchases, significantly higher than the 5-6% average for general ecommerce. Research from Kingfisher (owner of B&Q and Castorama) indicates that specification-related returns account for approximately 35% of all DIY product returns. When a customer orders a tap connector rated for 15mm copper pipe and receives one that only fits 22mm, the return cost exceeds the product margin entirely.

Digital shelf analytics platforms must verify not just that specifications appear on product pages, but that they match the manufacturer's technical data sheet. When the same product appears on Screwfix, Toolstation, and ManoMano, all three listings must display identical technical specifications. A discrepancy in water pressure ratings between retailers creates customer confusion, increases returns, and damages brand trust.

Regulatory compliance varies by market

Home & DIY products face complex regulatory requirements that vary significantly across European markets. Electrical products require CE marking and must meet different voltage standards for UK (230V/50Hz) versus continental European markets. Plumbing products must comply with water efficiency regulations that vary between Germany's strict WELL certification requirements and the UK's WRAS approval system. Building materials must meet fire safety standards that differ between markets.

Specialised digital shelf analytics tracks these regulatory requirements and flags when product listings lack required certifications for specific markets. Generic platforms simply confirm that a "certifications" field exists; specialised platforms verify that the correct certifications appear for each market and alert brands when regulatory changes require content updates.

For a deeper understanding of how regulatory compliance affects digital shelf content requirements, read our guide on why digital shelf content compliance matters in 2025.

What unique digital shelf challenges do Home & DIY brands face?

Home & DIY brands face four interconnected challenges that compound digital shelf complexity: extreme technical specification requirements, the professional versus consumer channel divide, pronounced seasonality affecting availability management, and fragmented retail landscapes across European markets.

Specification density exceeds most categories

A typical Home & DIY product requires 15-25 distinct technical specifications on its product detail page, compared to 5-8 for FMCG products. A simple tap connector listing might include: inlet diameter, outlet diameter, maximum pressure rating, maximum temperature rating, materials composition, thread type, compatibility notes, installation requirements, and certification marks.

When brands manage thousands of SKUs across dozens of retailers, the specification management challenge becomes substantial. eStore's analysis of Home & DIY product listings across European retailers found that 23% of listings contained at least one specification discrepancy compared to the manufacturer's technical data sheet. These discrepancies ranged from minor unit conversion errors (inches displayed as millimetres) to critical safety specification mistakes.

Installation complexity affects content requirements

Unlike most consumer goods, Home & DIY products often require professional installation or specialist knowledge. Product content must serve multiple audiences with different information needs:

Consumer DIY buyers need: clear compatibility information, installation difficulty ratings, required tools, estimated installation time, and video tutorials.

Professional installers need: detailed technical specifications, bulk ordering information, installer certification requirements, warranty terms for professional installation, and CAD drawings or technical diagrams.

Generic digital shelf platforms treat all product content identically. Specialised platforms understand that a power tool product page on Screwfix (serving primarily professional tradespeople) requires different content optimisation than the same product on Amazon (serving primarily consumer buyers).

Seasonal demand creates availability challenges

Home improvement purchases concentrate heavily in spring and summer months, with outdoor products, garden equipment, and exterior renovation materials experiencing demand increases of 200-400% between March and August. This seasonality creates availability management challenges that generic platforms handle poorly.

Specialised platforms track stock levels with higher frequency during peak seasons, alert brands earlier to availability issues, and monitor competitor stock positions to identify share of shelf opportunities when competitors experience stockouts.

How does the professional versus consumer split affect digital shelf strategy?

The professional versus consumer divide represents perhaps the most distinctive characteristic of Home & DIY digital shelf strategy. The same product SKU may require fundamentally different content, pricing, and visibility strategies depending on the target buyer segment.

Different retailers serve different buyers

The European Home & DIY retail landscape divides clearly between professional trade channels and consumer DIY channels:

Professional trade channels include: Screwfix, Toolstation, Rexel, Sonepar, Würth, and specialist electrical and plumbing merchants. These retailers prioritise technical specifications, bulk pricing, trade account features, and next-day delivery to job sites.

Consumer DIY channels include: B&Q, Castorama, OBI, Hornbach, Leroy Merlin, BAUHAUS, and online marketplaces. These retailers prioritise visual content, installation guides, project inspiration, and customer reviews.

Hybrid platforms such as ManoMano and Amazon serve both segments, requiring brands to optimise content for dual audiences within a single product listing.

Content requirements differ substantially

Professional buyers prioritise different content elements than consumer buyers:

Specialised digital shelf analytics platforms track content performance separately for trade and consumer channels, enabling brands to optimise content for each audience segment rather than applying a generic approach across all retailers.

Search behaviour varies by segment

Professional tradespeople search using precise technical terms: "M12 x 50 hex bolt A2 stainless", "15mm full bore lever valve", "50mm twin wall flue pipe". Consumer DIY buyers search using problem-based or project-based language: "leaky tap repair kit", "bathroom taps modern", "how to fix dripping tap".

Optimising search visibility requires understanding these distinct search patterns and ensuring product content includes both technical terminology and consumer-friendly language. Specialised platforms analyse share of search performance separately for professional and consumer search terms, enabling brands to identify visibility gaps in each segment.

See how leading Home & DIY brands monitor their digital shelf

eStore provides specialised digital shelf analytics for Home & DIY brands, tracking technical specifications, professional and consumer channels, and multi-market compliance across 3,000+ European retailers.

Book a Demo to discuss your specific requirements.

 

What technical specification requirements must platforms verify?

Digital shelf analytics platforms serving Home & DIY brands must verify technical specifications with precision that generic platforms cannot achieve. A specification error on a plumbing fitting or electrical component creates safety risks, regulatory violations, and costly returns.

Safety-critical specifications demand accuracy

Certain specifications directly affect product safety and must be verified with particular care:

Electrical products: Voltage ratings, current capacity, IP ratings (water/dust protection), cable cross-section requirements, maximum load ratings, and certification marks (CE, UKCA, BSI Kitemark).

Plumbing products: Pressure ratings, temperature ratings, pipe diameter compatibility, material certifications (WRAS approval, NSF/ANSI 61 compliance), and flow rates.

Structural/fixing products: Load capacities, pull-out resistance values, substrate compatibility, torque specifications, and corrosion resistance ratings.

Power tools: Voltage, motor power, no-load speed, torque values, noise levels, vibration values, and safety certifications.

Specialised platforms compare displayed specifications against manufacturer data sheets and flag discrepancies before they cause customer safety issues or regulatory problems.

Unit conversion errors create hidden problems

The UK's transition away from metric exclusivity creates ongoing specification challenges. The same product may be listed in millimetres on B&Q, in inches on Amazon UK, and in millimetres with inch conversions on Screwfix. Each conversion introduces potential rounding errors.

A 15mm copper pipe fitting converted to inches becomes 0.59 inches, which retailers may round to ⅝ inch (0.625 inches) or display as "approximately ½ inch". These seemingly minor variations confuse customers and increase return rates.

Specialised digital shelf platforms track unit consistency across retailers and flag conversion discrepancies that generic platforms miss entirely.

Compatibility information prevents returns

Home & DIY products frequently require compatibility verification with other products or existing installations. A replacement tap cartridge must match the original manufacturer's dimensions. A drill bit set must be compatible with the customer's drill chuck type. A pipe connector must fit the pipe material and dimension in the customer's home.

Product content must clearly communicate compatibility requirements, and digital shelf analytics must verify this information appears correctly across all retailers. When compatibility information is incomplete or incorrect, returns increase and negative reviews accumulate.

Which retailers should Home & DIY digital shelf analytics cover?

Comprehensive Home & DIY digital shelf analytics requires coverage across three distinct retailer categories: specialist trade suppliers, mass-market DIY retailers, and online marketplaces. Each category serves different customer segments and operates with different content requirements.

Specialist trade retailers

These retailers primarily serve professional tradespeople and contractors:

UK: Screwfix (over 800 stores), Toolstation (over 550 stores), Jewson, Travis Perkins, Plumb Center, City Electrical Factors, Edmundson Electrical.

Germany/Austria: Würth, Hornbach Trade, Hagebau, Rexel, Sonepar.

France: Point.P, Cedeo, Rexel France, Sonepar France.

Benelux: Technische Unie, Rexel Benelux, Van Marcke.

Trade retailers expect technical specifications in standardised formats, bulk pricing visibility, and trade account integration. Content requirements focus on technical accuracy over visual appeal.

Mass-market DIY retailers

These retailers serve consumer DIY enthusiasts and occasionally professional customers:

UK: B&Q (over 300 stores), Wickes, Homebase.

Germany: OBI, Hornbach, toom, BAUHAUS, hagebaumarkt.

France: Leroy Merlin, Castorama, Brico Dépôt, Mr. Bricolage.

Benelux: Gamma, HUBO, Praxis, Brico.

Pan-European: ManoMano (marketplace with strong DIY focus).

Consumer DIY retailers prioritise visual content, installation tutorials, project inspiration, and customer reviews. Search optimisation focuses on project-based and problem-based keywords.

Online marketplaces

Amazon, eBay, and specialist marketplaces like ManoMano represent growing channels for Home & DIY products:

Amazon: The largest single online channel for Home & DIY in most European markets. Amazon's A+ Content programme allows enhanced product descriptions particularly valuable for technical products. Buy Box monitoring is critical as multiple sellers often compete on the same listings.

ManoMano: Specialist Home & DIY marketplace operating in UK, France, Germany, Italy, Spain, and Belgium. Strong position with both trade and consumer buyers.

eBay: Significant channel for tools, hardware, and building materials, particularly for professional buyers seeking competitive pricing.

Digital shelf analytics must cover all three retailer categories to provide complete visibility. Generic platforms often lack coverage of specialist trade channels, leaving brands blind to a significant portion of their market.

How do leading Home & DIY brands use digital shelf analytics?

Leading Home & DIY brands deploy digital shelf analytics strategically to address the unique challenges of technical product categories. Their approaches illustrate the specialised requirements that generic platforms cannot meet.

Premium bathroom and kitchen brands

Brands like Grohe, Hansgrohe, and Villeroy & Boch manage thousands of SKUs across dozens of markets, with each product requiring extensive technical specifications, multiple images (including technical drawings), and installation documentation.

These brands use digital shelf analytics to:

Monitor specification accuracy: Automated comparison of displayed specifications against master product data identifies discrepancies before they cause returns or safety issues.

Track visual content compliance: Product images must meet retailer-specific requirements (dimensions, backgrounds, angles) while maintaining brand consistency. Analytics track image approval status and quality scores across retailers.

Verify certification display: Water efficiency labels (EU Water Label, WELL certification), safety certifications (CE, UKCA), and material declarations must appear correctly on each product listing.

Manage range consistency: Premium brands often maintain exclusive product ranges with specific retailers. Analytics verify that exclusive products appear only on authorised retailer sites.

Professional power tool brands

Bosch Power Tools, DeWalt, Makita, and Milwaukee operate in a fiercely competitive market where share of search directly correlates to market share. These brands face the additional challenge of managing both professional and consumer product lines.

Power tool brands use digital shelf analytics to:

Separate professional and consumer performance: Track search visibility, content quality, and availability separately for trade and consumer channels, enabling channel-specific optimisation.

Monitor competitive positioning: The power tool market operates on tight product cycles with frequent new releases. Analytics track competitor launches, pricing strategies, and promotional activity.

Track accessory attachment rates: Power tools generate significant accessory revenue (drill bits, saw blades, batteries). Analytics monitor whether accessory recommendations appear correctly on tool product pages.

Verify safety compliance: Power tools require extensive safety certifications and warnings. Analytics verify that required safety information appears on all listings.

Building materials and fixings brands

Brands like Fischer, Hilti, and Simpson Strong-Tie sell products where technical specifications determine structural safety. These brands face particularly stringent accuracy requirements.

Building materials brands use digital shelf analytics to:

Validate load capacity claims: Incorrect load ratings on fixings create serious safety and liability risks. Analytics compare displayed values against tested specifications.

Track substrate compatibility: Fixings perform differently in concrete, brick, plasterboard, and timber. Analytics verify that compatibility information appears correctly.

Monitor professional specification tools: Many building materials brands offer professional specification tools (load calculators, substrate selectors). Analytics track whether these tools link correctly from product listings.

What capabilities must Home & DIY digital shelf platforms provide?

Home & DIY brands evaluating digital shelf analytics platforms should prioritise capabilities that address category-specific challenges. Generic platform checklists miss the nuances that determine effectiveness in technical product categories.

Technical specification verification

The platform must compare displayed specifications against source data (PIM, technical data sheets, ERP systems) and flag discrepancies. This requires:

Structured data extraction: The ability to extract specification values from various page formats and retailer templates.

Unit awareness: Understanding that "15mm" and "0.59in" represent the same value, while "15mm" and "15in" do not.

Range handling: Recognising that specifications often include ranges ("5-40 bar", "10°C to 60°C") and validating these correctly.

Tolerance awareness: Understanding that minor rounding variations may be acceptable while significant discrepancies require investigation.

Multi-channel content tracking

The platform must track content performance separately for trade and consumer channels:

Channel segmentation: Categorising retailers by primary customer segment and tracking metrics accordingly.

Content variant management: Recognising when brands maintain different content versions for different channels.

Search term segmentation: Analysing professional search terms separately from consumer search terms.

Seasonal monitoring capability

Home & DIY's pronounced seasonality requires platforms to adjust monitoring intensity:

Variable frequency options: Increased monitoring frequency during peak seasons for availability-critical products.

Seasonal benchmarking: Performance comparisons that account for seasonal patterns rather than misleading year-over-year comparisons.

Promotional period tracking: Intensified monitoring during key promotional periods (Bank Holiday weekends, Black Friday, pre-Christmas).

Certification and compliance tracking

The platform must monitor regulatory compliance across markets:

Certification extraction: Identifying and tracking displayed certifications (CE, UKCA, WRAS, etc.) on product listings.

Market-specific requirements: Understanding which certifications are required in which markets.

Expiry monitoring: Tracking certification validity and alerting when renewals are due.

For brands requiring deep compliance monitoring capability, our guide on content compliance explains the regulatory landscape in detail.

How should Home & DIY brands evaluate digital shelf analytics platforms?

Home & DIY brands should evaluate platforms against criteria specific to technical product categories rather than accepting generic capability checklists designed for FMCG.

Critical questions to ask

Retailer coverage specificity:

• Does the platform cover specialist trade retailers (Screwfix, Toolstation, Würth) or only consumer DIY retailers?
• Does coverage include electrical and plumbing trade wholesalers relevant to your category?
• Can the platform track professional specification tools and configurators that some retailers offer?

Technical specification handling:

• How does the platform verify technical specifications against source data?
• Can it handle unit conversions and validate converted values?
• How does it manage specification ranges and tolerances?
• Can it track CAD files and technical drawings as well as images?

Channel segmentation capability:

• Can the platform report separately on trade versus consumer channels?
• Does it analyse professional search terms separately from consumer search terms?
• Can it track different content versions for different channel strategies?

Data accuracy for technical products:

• What accuracy level does the platform achieve for structured data extraction from technical product pages?
• How does it handle complex page layouts with multiple specification tables?
• Can it extract specifications from PDF data sheets linked from product pages?

Common evaluation mistakes

Accepting FMCG references: A platform excelling at tracking availability for food and beverage brands may lack capability for technical specification monitoring.

Ignoring trade channel coverage: Platforms often prioritise consumer retail coverage over trade channels, leaving significant blind spots for brands with professional customer bases.

Overlooking specification accuracy: Demo presentations typically showcase availability and pricing dashboards. Ask specifically to see specification monitoring capabilities.

Assuming marketplace expertise: Amazon and ManoMano have unique content requirements for technical products (A+ Content, specification tables, installation guides). Verify the platform can track these elements.

Key Takeaways

• 🔧 European Home & DIY market valued at €148 billion with online sales projected to reach €31 billion by 2027, making digital shelf visibility critical for brand growth
• 📊 Home & DIY products require 15-25 technical specifications per listing compared to 5-8 for FMCG, creating accuracy challenges that generic platforms cannot address
• ⚖️ 23% of Home & DIY product listings contain at least one specification discrepancy, with errors in safety-critical specifications creating liability and return cost risks
• 👷 Professional versus consumer channel divide requires separate content strategies, search optimisation approaches, and performance tracking
• 🏪 Comprehensive retailer coverage must include specialist trade channels (Screwfix, Toolstation, Würth) alongside consumer DIY retailers (B&Q, OBI, Leroy Merlin)
• 📅 Pronounced seasonality (200-400% demand increases for outdoor products in spring/summer) requires variable monitoring frequency during peak periods
• 🎯 Specification-related returns account for approximately 35% of Home & DIY online returns, making technical accuracy monitoring essential for profitability
• 🌍 Multi-market regulatory complexity (UK WRAS certification, German WELL requirements, EU CE marking) demands specialised compliance tracking

Frequently Asked Questions

What makes Home & DIY digital shelf analytics different from other categories?

Home & DIY digital shelf analytics must verify technical specifications against source data rather than simply confirming fields are populated. The category requires monitoring across both professional trade and consumer DIY channels, which serve different customer segments with different content requirements. Additionally, safety-critical specifications (load ratings, pressure limits, electrical certifications) demand higher accuracy standards than typical consumer goods categories.

Which European retailers should Home & DIY brands prioritise for digital shelf monitoring?

Home & DIY brands should monitor three retailer categories: specialist trade suppliers (Screwfix, Toolstation, Würth, Travis Perkins), mass-market DIY retailers (B&Q, OBI, Leroy Merlin, BAUHAUS, Castorama), and online marketplaces (Amazon, ManoMano). The specific priority depends on whether the brand primarily serves professional or consumer customers, but comprehensive monitoring requires coverage across all three categories.

How do professional and consumer channels differ for Home & DIY digital shelf strategy?

Professional trade channels prioritise technical specifications, bulk pricing, CAD drawings, and trade account features. Consumer DIY channels prioritise visual content, installation tutorials, project inspiration, and customer reviews. Search behaviour also differs: professionals search using precise technical terms ("M12 x 50 hex bolt A2 stainless") while consumers search using project or problem language ("how to fix leaky tap"). Effective digital shelf analytics must track performance separately for each channel type.

What technical specifications should digital shelf analytics verify for Home & DIY products?

Critical specifications vary by product type but commonly include: dimensions and tolerances, material compositions, load capacities and pressure ratings, temperature operating ranges, electrical ratings (voltage, current, IP ratings), water efficiency ratings, compatibility requirements, and certification marks (CE, UKCA, WRAS, BSI Kitemark). The platform should verify these values match manufacturer data sheets rather than simply confirming the fields exist.

How does seasonality affect Home & DIY digital shelf monitoring requirements?

Home improvement purchases concentrate heavily in spring and summer, with outdoor products experiencing 200-400% demand increases. This seasonality requires increased monitoring frequency during peak periods to catch availability issues quickly, seasonal benchmarking that accounts for these patterns, and intensified competitor monitoring during promotional periods. Platforms should offer variable monitoring frequency to adapt to seasonal demand patterns.

What accuracy standards should Home & DIY brands expect from digital shelf analytics platforms?

Home & DIY brands should demand data accuracy exceeding 99% for technical specification extraction. At 95% accuracy (common for generic platforms), a brand with 5,000 SKUs across 20 retailers faces 5,000 potential data errors. Given that specification errors can create safety issues and increase returns, the tolerance for inaccuracy is lower than in most consumer goods categories. eStore achieves 99%+ accuracy through direct retailer partnerships and category-specific data validation.

How can digital shelf analytics reduce return rates for Home & DIY products?

Specification-related returns account for approximately 35% of Home & DIY online returns. Digital shelf analytics reduces returns by identifying and correcting specification discrepancies before customers purchase incompatible products, ensuring compatibility information appears clearly on all listings, flagging unit conversion errors that create confusion, and verifying that technical drawings and installation requirements display correctly. Brands using comprehensive specification monitoring typically see return rate reductions of 15-25%.

What compliance requirements should Home & DIY digital shelf platforms track?

Home & DIY products face complex regulatory requirements varying by market and product type. Key compliance elements include: CE marking and UKCA marking for relevant product categories, WRAS approval for water-contact products in the UK, WELL certification for water products in Germany, electrical safety certifications, building product safety standards, and environmental declarations. Platforms should track certification display and alert brands when market-specific requirements are missing or when certifications approach expiry.

Related Articles

• Why Digital Shelf Content Compliance Matters in 2025
• Why the Extra 4% in Data Accuracy from eStore Matters
• Why Consumer Electronics Brands Need Specialised Digital Shelf Analytics

Start Optimising Your Home & DIY Digital Shelf

eStore provides specialised digital shelf analytics for Home & DIY brands, combining 99%+ data accuracy with comprehensive retailer coverage across trade and consumer channels. Our platform monitors technical specifications, tracks certification compliance, and provides separate performance insights for professional and consumer buyer segments.

Book a Demo to discuss how leading Home & DIY brands like Grohe, Bosch Power Tools, and WD-40 use eStore to optimise their digital shelf performance across 3,000+ European retailers.

References and Further Reading

Industry Research

• Euromonitor International: Home Improvement Retailing in Western Europe
• Statista: DIY, Garden and Pet Products E-Commerce Report Europe
• Kingfisher Annual Reports: DIY Market Analysis

Retail Industry Bodies

• British DIY Retail Association (BHETA): https://www.bheta.co.uk/
• European DIY Retail Association (EDRA): https://www.edra-online.org/

Regulatory Resources

• UK Water Regulations Advisory Scheme (WRAS): https://www.wras.co.uk/
• German WELL Water Efficiency Label: https://www.well-online.eu/
• EU CE Marking: https://ec.europa.eu/growth/single-market/ce-marking_en
• UK UKCA Marking: https://www.gov.uk/guidance/using-the-ukca-marking

Retailer Information

• Kingfisher (B&Q, Castorama, Screwfix): https://www.kingfisher.com/
• Hornbach: https://www.hornbach.com/
• Leroy Merlin: https://www.leroymerlin.com/
• ManoMano: https://www.manomano.co.uk/