Home improvement is big business. Due to the corona crisis, people are spending more time at home. More and more people are therefore choosing to improve their home and take their living comfort to a higher level. Suddenly they have time to do all kinds of chores, big and small. Add to that the fact that many holidays were canceled, and people invested that money in making their own living environment more pleasant. All this resulted in no less than 30% more eCommerce turnover for the Dutch Home & Garden market during the intelligent lockdown!
People are increasingly looking online for inspiration, comparable products to make price comparisons - both for private and business purposes. They are less hesitant when it comes to making online purchases, be it a painting or a complete bedroom decor. This offers a lot of possibilities and opportunities for the Home & Garden eCommerce market. We list the biggest trends for you:
The customer journey differs per target group and product group. Small products and seasonal items are often impulse purchases, large products receive a lot of attention and preliminary research.
Where facts, properties and price play a major role in impulse purchases, there are emotional aspects that should not be forgotten in larger purchases. With these larger purchases, interested people start their search online. After that, they often choose to physically see, feel and experience the product in a store. They compare different products and then purchase this product online or offline.
Customize the customer journey that fits your target audience and product groups. What does the visitor want to find out and how can you best advise him?
It is often assumed that people go for the cheapest party, but the opposite is true: research shows that almost 86% of buyers (B2B and B2C) are willing to pay 20% more for the same products, if their shopping experience is positive. So invest in creating the optimal shopping experience!
There is a lot of DIY involved in the Home & Garden segment. But not everyone is an experienced handyman! So not only guide your buyers to the right items in their shopping cart, but also offer them a helping hand with the odd jobs. This can be done, for example, through tutorials or manuals, tips or by offering a handyman service.
All products must be easy to find from your eCommerce platform. The search function is therefore essential. Pay extra attention to the product names. A visitor quickly drops out if he does not find the products quickly enough. In addition to the official name, also include alternative names in the description. This way you ensure that someone who does not yet know exactly what they are looking for, still ends up with the right product.
With cross-selling you offer additional products. With a rattan garden bench, show the accompanying table and matching cushions. Is anyone buying a trellis for climbing plants? Then also show the mounting materials.
Amazon, Alibaba and bol.com are grateful outlets where many companies offer their products. Use these marketplaces to sell your products through multiple channels!
Sitting still is not an option in this market. Do you want to be successful as an entrepreneur? Then you have to do something with marketplaces - set up and manage your own marketplace or join an existing marketplace. For many companies, the latter is a wise move, although you should first thoroughly study the costs and possibilities of these platforms.
Do you want to achieve more success in eCommerce for Home & Garden? In this whitepaper we will take a closer look at the 5 trends that are currently playing in the market. Use this knowledge to increase your sales.