It’s no secret that promotional periods spark a change in consumer behavior in just about any industry, and the Home & Garden sector is certainly no different. Along with its steady growth during the pandemic, this thriving e-commerce sector is attracting some serious competition. With the global home and garden products B2C e-commerce market poised to grow by USD $101.65 billion by 2024, competition is flourishing, meaning that maintaining consumer loyalty is fast becoming a big challenge. Take giant home retailer Bed, Bath and Beyond who have invested a staggering $250 million into digital transformation efforts to step up their e-commerce strategy.
Hanging on to the industry’s coattails may not be enough, with 66% of consumers now expecting brands to understand their individual needs. Those that choose to strategize and personalize to cater to these needs are most likely to reap the greatest rewards of consumer spending during promotional periods by delivering relevant experiences based on seasonality.
This article covers:
- How to tailor an approach to buyer personas in Home & Garden
- Why it’s important to re-energize consumer passion in Home & Garden
- How to re-engage users with hyper-personalized ads that speak to them on a deeper level
- How to bolster Home & Garden campaigns
- How to make the most of promo periods and seasonality
Table of contents:
- Buyer personas for personalization
- Igniting consumer passion – there’s no place like home (and the garden)!
- Re-engaging through hyper-personalized ads
- Leveraging Deep Learning during promotional periods
- Working with a trusted partner for Home & Garden campaigns
- Tailored interests in Home & Garden
Buyer personas for personalization
Buyer personas are unique within the Home & Garden industry with each category of buyer being driven by different needs that are affected by seasonality, promotional periods, spontaneity, and more!
Your typical DIY enthusiasts may be spurred on by a change in season to refresh their living space, whereas your pro-buyer will be constantly on the lookout for products tailored more specifically to a lifestyle and long-term brand loyalty. By implementing a personalized approach for this type of persona, it’s possible to speak directly to your expert audience with messaging precisely aligned to their needs by linking product recommendations with pro services in your ads.
Igniting consumer passion – there’s no place like home (and the garden)!
The phrase “Home is where the heart is” certainly rings true when it comes to the Home & Garden industry. What other place triggers higher emotions, connections, and passions than in the place where we live, unwind, entertain, and truly call “home”?
Personalized campaigns are all about awakening those senses, and, with the right e-commerce marketing strategy and customer journey mapped out, you’ll be able to connect with shoppers on a whole new level.
Re-engaging through hyper-personalized ads
Re-engaging a customer is all about triggering a response that will bring them back to why they searched for a product in the first place and the cause of that original want and need. By calling on the specific data that is gathered through artificial intelligence and automation, you can truly create a customized experience through hyper-personalized ads. Through specifics such as location, preferences, and the online behavior of a consumer, hyper-personalized ads can be created to push the envelope further than just being in the right place at the right time. What they do specifically is bring together the best pieces of data that speak to the customer through a combination of relevant content, such as powerful imagery, emotionally engaging text, and video – again marrying trust with a customer journey that truly stands out.
Leveraging Deep Learning during promotional periods
With the many variables such as unpredictable weather, seasonal events, and lifestyle changes, as seen during Covid-19 affecting the Home & Garden industry, here are some tips that can help address key groups of user needs to better leverage and monetize key client decision-making factors using Deep Learning.
- Re-acquire customers using historical data that can be the basis of your upcoming campaign. If you’ve got inactive users whose passions you’d like to re-ignite before a promotional period, our solutions, based on Deep Learning, can be the key to re-awakening their emotions for Home & Garden.
- Rejoice in your vast product range and implement solutions that can showcase items that are typically purchased alongside whatever customers are currently viewing through carefully personalized creatives.
- Re-emphasize promotional periods to create different campaigns for seasons, sales, and product lines while retaining high levels of revenue throughout the year.
Working with a trusted partner for Home & Garden campaigns
With the challenges presented in gaining, retaining, and engaging customers during seasonal and promotional periods, working with a trusted partner can allow you to scale up your campaigns and bring you closer to your customer needs than ever before.
At RTB House, Deep Learning solutions are the foundation of what we do because of their precise ability to deliver across all buying personas, promo periods, channels, and devices, which is why it’s a game-changer for the Home & Garden industry.
Combining efficient real-time information on customers at each stage of the funnel, our solutions allow you to reach those who haven’t yet checked out and customers who have become inactive, along with re-engaging them to avoid churn.
Tailored interests in Home & Garden
Personalization in the Home & Garden sector goes hand in hand with the emotional responses and triggers for the products that consumers imagine, plan for, and ultimately decide on buying for their living spaces.
With 72% of consumers stating that they only engage with marketing messages that are marketed and tailored towards their interests, the opportunity here for brand growth and recognition is undeniable.
When it comes to Deep Learning and promotional activities for seasonal marketing campaigns in the Home & Garden sector, RTB House has extensive experience that can help drive, maintain, and maximize your sales.
Contact us to learn more about how to utilize Deep Learning and the solutions on offer during promotional periods for your business. We’ll be happy to walk you through a personalized approach that can seriously shake up your future campaigns!