CONSUMER INSIGHT


HELPING MOVERS TO MAKE THEIR HOUSE A HOME


There are endless opportunities for retailers to capitalise on during in the lead up to summer, says Ebay head of home & garden business development Chris Gardner.


P


atiently awaiting the arrival of summer and, with two bank holidays to contend with, shoppers across the


UK have been using May to turn their attention to their homes. Last year, the home and garden category on Ebay racked up an enormous 15 million searches over the course of the month. And, as well as this being a favourite time for quick- fix home sprucing, it’s also one of the most popular times for moving house. According to UK Removals Industry News and Statistics, April 30 and May 29 were two of the busiest dates for the UK removals industry in 2015. With an endless shopping list of moving essentials, home movers represent a huge opportunity for brands and sellers in the home and gardens sector. Home moving is unarguably one of the most stressful life experiences. The ensuing upheaval means that brands need to make sure they not only have the right inventory in place, but are also targeting customers with useful offers to create order from the chaos. To help you to understand the mover


home mind-set, we’ve


delved deep into the insights of our 19 million monthly shoppers and identified three clear stages in the moving process. Here are our top tips to target shoppers at the right moment, every step of the way, from pre-move fix-ups right through to new home furnishings.


Preparation and packing The importance of really getting to know your audience – and understanding what makes them tick – cannot be overstated. Spend time understanding who your customers are and getting under their skin, so you can target


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them appropriately. By capturing information about your customers as individuals, you can use past shopper behaviour to anticipate their future needs. When it comes to home movers, it’s about identifying these customers early on and following their journey from packing the


first box to


applying the finishing touches to their new home. During the pre-move period, one to six weeks prior to moving, home movers will be looking to declutter and pack-up. For many, this is also an opportunity for a final revamp before closing the door on their old home. So, whilst it’s tempting to start enticing them with all of the new items needed for their home-to-be, they’re unlikely to make any of these purchases yet. Packing and DIY essentials – from power tools to replacement bathroom tiles – will be top of every shopper’s list at this stage.


So far this month, we’ve already seen a sharp rise in pre-move essentials on ebay.co.uk. In the first week of May alone, sales of cardboard boxes jumped by 80% and, in the same period, sales rose for bubble wrap (+80%), packing tape (+93%) and permanent marker pens (+67%). Take the time to weight your inventory and marketing budget wisely by considering the changing needs of home movers and targeting them with items that correspond to the appropriate stage of the moving journey.


Moving Day


Moving day itself tends to be the most stressful part of the whole experience. Most movers will have a lengthy to-do list, and are unlikely to have much time for shopping. But this is the perfect occasion for retailers with an online presence to offer their services for any last minute essentials.


While physical shops remain a


fundamental part of the home and garden retail sector, digital must be part of the strategy. Shopping online is a lifesaver when people are in the throes of moving house and are unable to make it to the high street. And, when your customers are on the move, mobile should be a vital part of your cross- channel strategy.


Post move nesting – new home essentials Once they are in, movers want to settle as quickly as possible, so having the necessities in place right from day one is key. Kettles are the big priority: in the first week of May sales on ebay.co.uk leapt by 61%, compared with the previous week as the first wave of movers settled into their new homes. Naturally, new homes are a golden opportunity for splashing out: from kitchen appliances to furniture, lighting and decoration. With sales of lightbulbs (+51%), plates (+56%), mirrors (+47%), sofas (+29) and barbecues (+29%) all on the rise in the first week of May, it is clear no nook or cranny is left ignored in the quest to make the


house more of a home.


And, with nesters looking for a whole array of new products to fill their homes, it’s the ideal moment for retailers to cross and up-sell. Don’t forget your customers once you’ve made a sale. Instead look for products across your inventory that might appeal to them – if it’s a toaster they’ve just bought, why not introduce them to the full kitchen range? Or if they’re in the market for a sofa, don’t forget the matching cushions and throw they could be looking for when the next pay cheque comes in.


The opportunities for sellers to capitalise on home movers


this


summer are almost endless, but being smart in your approach is key to getting your voice heard. Target shoppers intelligently in an informed way; make sure to manage your inventory carefully; and look for opportunities to cross-sell to make the most of the shopping frenzy. When their patience pays off and summer finally arrives, it’s an opportune moment to target home movers with garden essentials, so they can lie back, relax and enjoy the sunshine.


26 MAY 2017 DIY WEEK 9


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