We’ve partnered with leading independent marketing agency Boutique who are specialists in the Home & Garden sector, and spoke to 600 home improvers to understand what customers themselves really want and need from DIY, Garden and Home brands and retailers. With our combined expertise in these categories, we’re here to debunk three common myths and share the real perspective from customers. You can find the full report at: https://weareboutique.co.uk/home-reports/
Myth 1: If it ain’t broke don’t fix it
The vast majority of customers are driven to the home & garden sector when something goes wrong or essential maintenance needs to be done. Right? Wrong.
Our research tells a different story. When we spoke to home improvers, we see that less than half only think about making home improvements when something breaks or needs doing.
Instead, customers are driven by a range of different emotions – desire for change, aspirational living and even just the fun of decorating. Indeed, 6 in 10 home improvers we spoke to were positively pro-active, telling us they love redecorating and are always planning their next project.
For brands, it highlights an opportunity to build loyalty with an engaged audience through elevated and aspirational purchase journeys and experiences, rather than primarily appealing to the more functional need state of a distress purchase. Above all, customers seek more than just mere ‘products’, they aspire to create entire spaces delivering ambience, and want brands to help them realise their unique vision.
Myth 2: Promotions, promotions, promotions
With many consumers feeling the pinch and traditional retailers losing share to discounting brands, it is tempting to resort to short term promotions to rescue diminishing sales. But is this really the answer?
We know that price is a critical consideration for customers. Nearly three quarters of home improvers said that they’d love to do more home improvement but worry about the cost.
But, for home improvers it is value, rather than price that is a non-negotiable. Value for money was important to twice as many people as price.
For consumers value means durability, product range and quality – with far more customers saying these were important in their decision than the price
This means that brands should carefully consider the long-term effects of frequent discounting on eroding quality perceptions of their brand, and place efforts in demonstrating the value gained by a quality product that lasts several years.
Myth 3: Brick-and-Mortar Stores are Old News
With the growth in online and digital, especially post-Covid, many feel that the demise of bricks and mortar has arrived. However, should brands & retailers be so hasty as to leave the real world behind?
There’s no denying that social media and retailer websites are powerful and growing platforms for customers to start their purchase journeys. A third use online search when choosing products and many are using platforms like Instagram (21%), TikTok/YouTube (19%), and Pinterest (18%) to search for inspiration.
However, evaluation and verification of quality is something that an online-only approach struggles to provide, especially in a sector with relatively low brand awareness. Without the mental heuristic of a well-known brand giving reassurance around quality, customers are relying heavily on the tactile experience of trialling products in-store, being able to talk to experts, advocates, reviewers and friends and family. Indeed, in-store was by far the most influential channel that customers used to make their purchase decision.
Brands must therefore continue to meet the needs of customers who value this bricks & mortar presence or provide alternative ways to validate quality. A successful brand ecosystem now sees both on and offline channels bolstering the success of the other. With physical stores acting as showrooms for both inspiration and final validation.
Conclusion
Overall, this research helped shed light on some common myths in the sector – identifying the need to balance practical necessity with aspirational experiences to ensure the relationship brands build with customers rises above a transactional one. Decisions in this category are not taken lightly, and the journey to purchase is heavily involved with consumers valuing quality and durability over price. It is therefore important to consider the pitfalls of short-term discounting on long-term brand perceptions and the removal of a bricks & mortar presence without a solution for quality validation. Ultimately, the success of brands relies on ensuring there is a cohesive and consistent relationship experience regardless of channel.
–Florence Douglas
Insight Director
