Retail & Ecommerce

Embracing the Omnichannel Experience in Home & Garden

Home & Garden industry

These days, more than ever, brands, before they get consumers to buy, have to get them to feel.

The Home & Garden sector is healthy and competition levels are at an all-time high with predicted online sales of $294 billion by the end of 2022. But, what can Home & Garden brands do to continue to connect with us on a human level in a world that appears to be shifting its focus online? Well, quite a lot actually.

In this article, we dive into how omnichannel customer engagement is quickly gaining in popularity, as business owners and marketers seek to provide a seamless experience across all devices and touchpoints.

This article covers:

  • How Omnichannel keeps us “feeling”
  • How an Omnichannel approach can re-energize Home & Garden brands
  • What the big players are doing to push the envelope
  • The role of technology in an omnichannel approach

Table of Contents:

“Feeling” is the secret – and never more so than in Home & Garden

American writer Dale Carnegie was quoted as saying “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” With this humanistic approach in mind to modern-day retail, brands worldwide need to find a way to stay emotionally connected with customers throughout all possible touchpoints, without relying solely on an online approach. But how?

Re-engage and re-energize your customers’ journey with an omnichannel approach

It will come as no shock to discover that the customer journey has significantly changed over the last few years through a mixture of intentional technology, social media influencing, and COVID-19. With more consumers willing to share their data if brands provide a better omnichannel experience, omnichannel solutions can provide a great way to shake up promotional and seasonal campaigns to re-engage and re-energize your customers before the competition does by:

  • Leveraging touchpoints. By analyzing and leveraging data gathered from different devices that consumers use to search for your products, a truly personalized journey can be mapped out based on consumer habits and preferences.
  • Assessing early funnel behavior. Knowing what motivates your customers early on gives you the best chance of delivering information at crucial times – especially during the initial stages to reinforce the importance of why they originally searched for your product.
  • Embracing technology. Although 60% of global consumers still want in-store features of furniture shopping, the actual purchase no longer occurs only in stores. Consider implementing technology that will rev up an omnichannel experience.
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The Home & Garden brands embracing omnichannel

With omnichannel customer engagement methods gaining popularity, some of the big players are already making their mark to ensure a future-proof brand.

Take Screw-Fix and it’s no-fuss approach to connecting customers effortlessly and efficiently with easy-to-locate online products. Once ordered, a member of the team notifies the customer, providing the closest pickup location available. Their omnichannel ROPO approach significantly cuts down on the time needed to find products that consumers no longer have the time or patience to locate through the maze of aisles and thousands of items.

DFS has also managed to deliver an impressive omnichannel experience to rival most others. By making augmented reality available for customers wanting to check how a sofa physically looks in their living space before a purchase takes place, they’ve married the concept of a heightened customer experience with fewer returns due to product suitability. 

Inspiration can also be drawn from other DIY giants such as Hornbach or The Dutch Maxeda DIY Group in the Praxis sales channel. Hornbach, the third-largest brick-and-mortar player in Germany has embraced an online-first omnichannel model, becoming the largest player by far. Praxis is also pushing ahead with an omnichannel approach by opening a further store that follows the phygital concept to unite the requirements of the stationary and online trades.

Brands within the Home & Garden sector are taking omnichannel seriously, ensuring personalization as a driver in the modern and fast-changing world.

RTB House – your partner behind an omnichannel approach

Embracing a digital future with a humanistic approach to keep your customers “feeling” requires a partner that understands your business needs and the marketing technologies available that can bolster an omnichannel experience. 

At RTB House, we’re able to implement innovative solutions and authenticity by truly personalizing your Home & Garden campaigns for the changing times and personas. We’re able to shape ads to individual users through Deep Learning-powered campaigns that recognize users as individuals with unique needs by building a clearer picture of them from data.

If you’d like to know more about how to thrive by building a future-proof brand and increasing customer loyalty, reach out to see how RTB House can support you in your omnichannel efforts.

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