After fashion & accessories, home & garden is one of the most important categories in e-commerce. In 2021, 18% of sales in this industry were made online. And the share of the Home & Garden category in the total budget of online shoppers in Europe is more than 20%.
If you’re in the home and garden industry, having a strong marketing strategy is crucial to reaching your target audience and driving sales. In this article, we’ll share the top 4 tips to help you create an effective marketing strategy for your home and garden business.
The most important first stage is to choose the right marketing and acquisition channels, because every industry has different preferences and ways of working here.
In today’s digital landscape, focusing on social media is essential to reach customers who spend a significant amount of their time online. This strategy not only helps to increase online sales but also drives traffic to other digital channels such as websites and blogs, creating more opportunities for interaction with customers. By identifying the social media platforms where your home and garden target audience is most likely to explore their interests, hobbies, and upcoming purchases, you can engage them effectively. Furthermore, these platforms offer various e-commerce features such as Dynamic Product Ads, Collection Ads, and Shopping Ads that can help enhance your online sales.
As a hint: At Lengow the most used marketing channels by our home & garden customers in 2022 were Google, Facebook, Pinterest and Criteo.
How can Lengow help?
Lengow supports you in your social media strategy thanks to partnerships with the main social platforms: Snapchat, TikTok, Instagram, Facebook & Pinterest.
When it comes to the home & garden industry, seasonality plays a vital role. Customers often search for seasonal products such as outdoor furniture for summer or holiday decorations for winter. It’s crucial to establish a particular calendar for each product category throughout the year, considering their respective peak seasons.
The home and garden industry experiences two notable peak periods, as identified by Lengow. The first peak occurs between May and June when brands and retailers generate a third of their annual revenue. The second peak happens in November, contributing over 10% to the yearly revenue.
Therefore, effective management of seasonal products is critical for home and garden retailers to ensure their availability when customers seek to purchase them. However, inventory management can be challenging, particularly for retailers selling on multiple channels with a vast array of products. Customer segmentation poses another significant challenge for retailers, especially in Europe, where temperatures and habits vary widely from Scandinavia to Southern Italy. Hence, retailers must promote the right product to the right customer. Planning ahead of communications is also crucial, aligning promotions with seasonal events.
How can Lengow help?
With Lengow, prepare your catalogue to be ready for the peak season. We provide advice on when to add valuable new channels. We also ensure that your onboarding happens ahead of peak seasons with the support of our Professional Services team.
User-generated content (UGC) encompasses all content created and shared by internet users. UGC is a valuable resource for brands as it offers visibility to a broader audience and positively impacts the purchasing decisions of other consumers. According to HubSpot, 92% of customers trust content created by their peers more than branded content. The authenticity that UGC provides is a potent tool to boost sales.
UGC already has very wide use in the fashion and beauty sectors, but it also makes a lot of sense in home & garden. New furniture, new plants or other types of decoration are perfect for this – especially if they are original!
How can Lengow help?
Thanks to Lengow you can easily integrate UGC into your product catalog and effortlessly send pre-configured product images to advertising platforms, allowing you to reuse them in your Dynamic Product Ads. Generating a product feed containing the selected photos is a straightforward process that can be accomplished with just a few clicks. Export the feed to Facebook or Instagram’s dedicated interface, and your catalog is ready to go with the perfect content, carefully curated from your users.
Brands and retailers can utilise Live Commerce or Shopping as a dedicated platform to showcase their products, with the assistance of influencers and experts, and interact with customers in real-time on social media or their e-commerce site. The replay of Live Shopping sessions can also be made available on your website. By using Live Shopping, your brand and shop can become more personable to customers and create a space where they can ask product-related questions. This platform allows you to offer a more engaging and interactive shopping experience.
An example from the garden industry: Some garden centers offer live advice channels for DIY gardeners. The real-time live streaming enables gardeners to seek expert advice and pose questions about specific gardening challenges. The host can assist in real-time, offer recommendations, and suggest products (all of which are available for immediate purchase and delivery). This process not only increases customers’ confidence but also promotes the sale of products tailored to their specific gardening needs.
Live Commerce streams can be exported and integrated as replays on their respective product pages to drive conversion rates and extend Live Shopping content life expectancy. LaRedoute for example registered a +32% growth in conversion rates when they added replays of their Live Shopping on their product pages (source: Skeepers).
How can Lengow help?
Lengow not only prepares your product catalogue for live shopping needs but also has a smooth and simplified integration with live commerce software services (such as Skeepers) that you may use, to allow you to fully enjoy the benefits of this sales technique by minimizing your investments.
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