How large groups are banking on jobbing to establish their online presence

19 October 2021

Business Insight

Whether it’s kitchen repairs, a new heat pump, or furniture assembly, more and more consumers are looking for service providers online. This practice is becoming more and more widespread in the service economy and is attracting both private individuals and professionals. In line with this trend, in this context, large companies are now embarking on the jobbing adventure by creating their platforms to put people in touch with each other. Discover in this article how the big groups are banking on jobbing to establish their online presence!

Jobbing: definition

Born from the principle of the collaborative economy, the jobbing platforms aim to facilitate the connection of private individuals with Jobbers (service providers), in return for financial compensation. The term Jobbers refers either to individuals with the skills and time available to perform the service requested or to professionals in the sector. On the one hand, some customers require a certain degree of expertise, and on the other hand, individuals or professionals who are experts. Using a jobbing platform is quicker and easier than surfing for hours and comparing several sites, and it is also a less expensive solution than calling an artisan.  The jobbing platforms thus make it possible to find help in a few clicks from one’s PC, Application, to assemble a piece of furniture, to repair a leak, or simply to install a rod.

Jobbing: the big groups are getting into the act

Noting the success of jobbing platforms, several large groups have decided to embark on the jobbing experiment, with the common motivation of conquering the services market.

Leroy Merlin is a great success thanks to its partnership with the jobbing platform Frizbiz 

While the uberization of services has challenged several major retailers, the DIY giant Leroy Merlin quickly saw an opportunity to develop its offer on new channels. As early as 2014, the group embarked on the jobbing adventure by joining the Frizbiz platform, and thanks to this partnership, rolled out its service to help customers with DIY projects. Leroy Merlin’s jobbing platform or  Frizbiz’, encourages the connection of DIY customers with professionals and now has more than 200,000 jobbers. The principle is simple: a private individual in one of the Leroy Merlin stores can post a photo of the piece of furniture he or she would like to have assembled on the platform and choose a jobber directly, even before paying at the checkout. 

To further enhance the jobbing experience, Frizbiz has created specific customer paths corresponding to the company’s universes, to provide users with precise quotes in a minimum of time.

Kingfisher responds to jobbing sirens by acquiring Needhelp

The jobbing model has also seduced Kingfisher, the British DIY behemoth, owner in France of the Castorama and Brico Dépôt brands. In 2020, the group became the main shareholder of the Needhelp service platform, with 80% of the capital.

In the same vein as Frizbiz, Needhelp connects customers who need help with their work with private or professional DIY experts. The first exchanges between customers and jobbers can take place online, sometimes as early as the first visit to the store. With the acquisition of Needhelp, the Kingfisher group is expanding its service offering and accelerating its digital transformation. Indeed, this transition towards increased sales on mobile phones and tablets is perfectly in line with Kingfisher’s commercial strategy.

EDF relies on its reputation for the success of its jobbing platform Izi

“Done right or done again” is the promise of Izi, a jobbing platform launched in 2019 by EDF, following the acquisition of startup Hello Casa.

Whether it’s repainting a space in the house, installing new lighting, or even a camera, individuals can now call on EDF. Since 2019, the electrician has launched its jobbing platform “Izi by EDF”, dedicated to local services between individuals and professionals. Painting, plumbing, electricity, installation of equipment … The work that can be done by the jobbers of Izi is varied. When the customer creates his request online, an estimate is offered, and a contract is signed directly with EDF. The company will pay the artisan for the work done. With this new activity, EDF wishes to capitalize on its brand and strengthen its links with its customers.  

Jobbing: a way for large groups to establish their online presence

In 2017, the Jobijoba platform conducted the first study dedicated to the supply of odd jobs in France on one million online offers. The results already highlight the dazzling success of the model, with more than 46,000 ads published, or nearly 5% of all online job offers. Moving, DIY and gardening jobs are at the top of the list, accounting for nearly half of all jobs, far ahead of babysitting and cleaning, for example.

  • Read also: Jobbing and Freelancing: what is the legal framework?

In this context of uberisation of traditional sectors, the new jobbing mode of consumption has naturally interested the large groups. By confining their activities to selling in stores or on an e-shop, the big brands saw a whole section of their potential clientele escape them. Either to turn to an artisan or an existing jobbing platform. Aware that the lack of a solution could sometimes lead individuals not to carry out their projects, or to carry them out without them, the big brands have seized the opportunity to provide a service in line with the needs of customers for their small projects. Since the DIY company offers a piece of furniture for sale, why not also give the customer the possibility of finding, in the immediate future, the person who will install it?

To attract this clientele, the jobbing platform can count on a strong reactivity that distinguishes it from the artisans. When a private individual posts his need, a few minutes are enough for the first answers to start arriving. The profiles of the jobbers have been checked beforehand by the owner of the site, and to provide additional security, insurance exists to cover each service. In addition to providing a new service to consumers, the large groups benefit from a reputation and expertise that reassures them.

Jobbing is, therefore, an excellent way for large groups to attract a clientele that had abandoned them. By offering services that correspond to the expectations of consumers and their consumption patterns, they are regaining an important place in the online market for personal services. For transactions between jobbers and individuals to be as secure as possible, the platform’s payment system requires particular attention. The jobbing platform must indeed position itself as a trusted third party, with a payment actor able to secure the funds, upstream of the transaction, in a restricted account. This is the role of the payment service provider.

Lemonway is a certified payment service provider that offers its expertise to jobbing marketplaces to create an environment of trust between jobbers and suppliers. Do you have a project? Any questions? Tell us about your needs!