Digital Marketing for Home Improvement Suppliers

Estimated Reading Time 7 minutes

To move or improve is a big question on the mind of many consumers. It is also a question posed to the home improvement market and how retailers can reach their target audience.

With the uncertainty of the housing market pre and post Brexit, more and more people are opting to improve their home instead of move. Whether that be a new kitchen, bathroom, extension, replacement doors/windows or updating the décor and furnishing, it is vital the home improvement market embrace this trend.

The motivation for home improvements or renovations are inherently linked to life events including having a baby and the increase in multi-generational households, with older children struggling to get on the property ladder and the ageing population more and more likely to live in their children’s home. The most common home improvement projects in 2015 include painting (55%), bathrooms (32%), kitchens (23%) and windows & doors (18%), (www.venveo.com).

Kitchens

Research suggests more and more people are choosing open plan kitchens with islands and ‘smart appliances’ that allow for multi-use, from entertaining, to work, homework and even pet considerations, making the kitchen far more than just a food preparation area. Accompany this with recent research from Savills suggesting a new kitchen can add up to 7% to the value of your property the benefits are very clear and similar can be said of most home improvement projects.

 

Home Improvement Stats

 

 

Source: JM Blakes Associates

Bathrooms

Key purchase influencers when it comes to bathrooms include house style, boiler compatibility, temperature control, price, promotions, while guidance from a plumber/installer represents a reassuring element of the process. Interestingly, wet rooms are the fastest growing sector of the UK bathroom market with people making the most of the space that they have.

Understanding the market

Home improvement consumers are savvy, modern and expect a tailored shopping experience. They generally prioritise unique, high quality and valuable products over cost. It is important to understand their path to purchase and the difference touchpoints that influence decision making.

Home Improvement digital path to purchase

Obviously different age brackets have different motivation, with 35-54 year olds driven by energy efficiency and those aged 55+ driven by preparations for growing older (www.venveo.com).

Reaching your target audience

Video is becoming an increasingly more powerful tool, allowing you to educate and inspire consumers. 84% of DIYers are looking at inspirational content all year around, not just in preparation for a project, with 42% of consumers planning 0-3 months in advance and 38% planning 3-6 months in advance. 61% are finding instructional tools via search engines, followed by retailer’s websites, YouTube and DIY blogs. (www.venveo.com). Well executed and marketed, this content will generate return visits and often conversions, whatever shape they might take.

It is also important to recognise the changing nature of consumers, with more 20-30 year olds than before opting for ‘do it for me’ over DIY. Again, this creates both opportunities and challenges for the industry. Some of the biggest retailers including B&Q and Homebase have seen large numbers of store closures. This means they need to be incredibly competitive and innovative to retain the attention of their potential customers. It could be argued that this shift to online where better deals can often be found creates a more even playing field for all. This allows retailers to compete from small independents to large chains, and could see larger chain outlets increasingly providing a browsing function to gather ideas and inspiration to take online.

In the scramble to maximise the opportunities highlighted it is more important than ever to first be found online via multiple, cohesive channels and secondly to provide an excellent, cross-device user experience from start to finish. A common mistake in this market is not providing the same after purchase experience for things such as installations and warranty details.

It is also vital to understand that attracting visitors to your website is only half the battle. Home improvement consumers research heavily and will return to those sites that not only stand out in the increasingly crowded market, but those which remind, interact and incentivise visitors.

Do these challenges sound familiar? Do you need help reaching your target audience online? Don’t get left behind, get in touch today.

Darren Parsons
Darren is a member of Digital Clarity’s account management team. He has a wide interest and vast experience in sport sponsorship and marketing having worked in the industry for 9 years. Darren keeps up to date with market trends and enjoys facilitating the strategies companies use to digitally enhance their profile and visibility via various platforms.
“Big ideas come from the unconscious. This is true in art, in science and in a
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising .
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“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising . . . #madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

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Intuition is always right in at least two important ways;
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- it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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Intuition is always right in at least two important ways; - It is always in response to something. - it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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This is not the end. This is the beginning. Well done lionesses #proud #england #lionesses #worldcup #football #soccer #girlpower #👏 #🏴󠁧󠁢󠁥󠁮󠁧󠁿

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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An excellent afternoon of information and insight on global prime markets #primeproperty #superprimeproperty #superprime #savills #realestate

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American Icons is now open at the Opera Gallery London #operagallery #operagallerylondon #art #artoninstagram #keithharing #popart #nycart #streetart #digitalagency #digitalart #artists #americanicons

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WHAT is this life if, full of care,
We have no time to stand and stare?
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WHAT is this life if, full of care,
We have no time to stand and stare?
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No time to stand beneath the boughs, And stare as long as sheep and cows:
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No time to see, when woods we pass, Where squirrels hide their nuts in grass: .
No time to see, in broad daylight, Streams full of stars, like skies at night: .
No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can
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Enrich that smile her eyes began?
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A poor life this if, full of care,
We have no time to stand and stare.
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WH Davies

Posted 3 weeks ago.

WHAT is this life if, full of care, We have no time to stand and stare? . No time to stand beneath the boughs, And stare as long as sheep and cows: . No time to see, when woods we pass, Where squirrels hide their nuts in grass: . No time to see, in broad daylight, Streams full of stars, like skies at night: . No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can . Enrich that smile her eyes began? . A poor life this if, full of care, We have no time to stand and stare. . WH Davies

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