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    August 4, 2020
    6 minute read

    How Home Improvement and DIY Brands Can Reach New Customers During COVID-19

    by: Christian Hassold

    The COVID-19 pandemic has upended the world economy — brands have had to make tough decisions, people have lost their jobs, and sales in many industries have declined. People are working from home, we can’t hug our friends and families, and going to a pub is only possible in our fantasies.

    However, one unexpected result of the pandemic has been a surge in demand for home improvement products and DIY projects. 

    Turns out, “if only I had the time” was true when we talked about wanting to paint the house or plant a garden.

    Home Improvement and DIY Sales Spikes

    According to The Guardian, DIY shops have seen sales spikes as high as 42%. Whether consumers are getting involved in painting fences (paint sales up 12.9%) or doing some landscaping (plants, seeds, and bulbs sales up 35.4%), consumers are getting to work on fixing up their homes.

    While this surge in sales for the tools and home improvement category is good for your brand, it doesn’t mean you can get complacent. This surge is good for you, but it’s also equally good for your competitors. And with many of these sales happening online, it provides opportunity for smaller brands with a strong focus on (and heavy investment in) ecommerce and direct-to-consumer (D2C) to snag market share.

    Brands must still work hard to win the competition, and during the pandemic and shutdown across Europe, that competition is won on the digital shelf. The Sun recently reported that 61% of Brits were shopping online more often during lockdown and 90% of people say they will likely continue shopping as often, or more, once economies have reopened.

    What Can Your Brand Do About It?

    So, what exactly leads to brands winning on the digital shelf? First and foremost, it’s imperative to ensure that your product information is current and up-to-date. Your first line of defence is making sure that your product information on Argos, Amazon, and other third-party retailers is up-to-date so that you meet each of your retail partners’ product requirements and they’re able to sell your products.

    Data governance can be one of the most time-consuming aspects of product management if done manually, however it’s what allows you to make your way digitally to each retailer.

    You’ll also need to make sure that your retail partners have access to the most current content on their website. Updated photos, descriptions, 3D experiences, videos, and other creative content must be syndicated to each of your retail partners. To win on the digital shelf, the best content in your arsenal must be deployed to each partner. The better and more current the content is, the happier your customers will be.

    Engaging Product Content Is Essential

    Learn what types of product content are working — what is selling quickly, what increase in revenue can be seen through enhanced content, and what doesn’t resonate with consumers online. Optimising your product content to not only make its way to the digital shelf, but making it the best it can be is going to lead you to victory over the competition online.

    In these times of uncertainty, consumers are weary of going into the store to look for items like paint, tools, and other home improvement goods. Providing them with rich product experiences online will foster the relationships you have with shoppers and help your brand increase sales and grow market share.

    How Salsify Can Help

    It probably seems like it’s going to be difficult to win on the digital shelf with so many steps on the way to ecommerce excellence. Data governance, updating product content, and optimising what works can be a lengthy process for each of your many products if done manually.

    With Salsify’s Product Information Management (PIM) system, brands can easily manage product information in one centralised source of truth. All your product data can be managed — you can update new content, accelerate the go-to-market process for new items, increase market share, and more — through a central, accessible system. Our PIM system will consolidate all of your product information and digital assets, allowing teams across your company to easily access the most accurate and up-to-date information.

    Within Salsify’s Product Experience Management (PXM) platform, brands are able to send product content, optimised for every channel when and where it’s needed, to drive sales, build loyalty, and grow market share.

    PIM is just one important piece of the puzzle in brands’ product management. With a PXM platform, brands are able to go beyond PIM. A PXM platform provides access capabilities that empower brands to create the best online experiences for their customers.

    Create the best online experiences through Salsify Activation by syndicating your updated product content with each of your retail partners. Utilise Salsify Enhanced Content to create engaging online experiences — increasing brand loyalty with your customers. Salsify Insights provides teams a holistic view of their product detail pages (PDPs) so you can optimise your content.

    Win the Influx of Sales With PXM

    Home improvement brands can create the best personalised online experiences during COVID-19 through a PXM platform. Through tools like PIM, syndication, analytics, and more, home improvement brands can win the influx of sales through a digitally transformed, streamlined product management platform.

    Don’t let your competitors win all the new consumers. Set yourself up for digital success. Book office hours with one of our experts to see how Salsify can help you win on the digital shelf.

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