Digital performance strategist Holly Neal at Door4, which helps homes and interiors businesses drive traffic, conversion and sales, says consider shifts in online activity to target home movers  

A new report from Voucher Codes has revealed the Home & Garden sector expects to see slow growth in 2024, projected at 1.7% YoY to £46.42 billion.

Set against this backdrop there has never been a more critical time to understand your audience and the market segments with potential spending power.

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With an unwavering propensity to spend, home movers are one such segment that should be on the radar of kitchen and bathroom retailers this year.

Current estimates are this audience spends on average £42,000 on goods and services in the months surrounding their move, according to data from Twenty CI.

So recognising and speaking to the unique needs and preferences of this market segment during their home-buying journey can be an important ingredient in an effective marketing plan.

But it is not just about identifying an audience segment. It is understanding how to reach and persuade them too which is critical.

Online activity key shifts

Analysing property and homemover data, we have observed significant change in how recent movers in suburban and rural areas behave, particularly those interested in home improvements and gardening.

We’ve found two key shifts:

• Decline of online research

While finding information remains paramount, there has been a notable decline of 8% in consumer engagement in researching products online since 2020.

• Guidance not inspiration

The desire for inspiration is waning among this market segment, with a 7% decrease in consumers seeking new ideas or inspiration for their home and garden projects.

Recent movers are increasingly turning to online platforms to seek guidance on ‘how to do things,’ indicating a growing interest in practical, hands-on information rather than just product specifics.

Consider buying journey

Our research shows that applying a ‘Living, Learning, Buying’ approach when shaping a communication framework, can help take into account current trends in search priorities at different stages of home movers’ consideration journeys

In the Living phase, consumers are immersed in the flow of their daily lives, not actively seeking out brands. However, certain channels naturally contribute to brand discovery such as recommendations from friends and adverts.

Transitioning to the Learning phase, home movers are now preparing to enter the market and become more intentional in seeking information about products and brands. This is where Google Ads, consumer reviews and price comparison websites come to the fore.

In the Buying phase, home movers are extremely active and ready to make decisions, factors such as free delivery, discounts and promotions and ease of checkout become paramount in influencing their online purchases.

Being highly targeted with your communication channels, and tailoring your messaging to an active audience segment will ensure that your marketing budgets work even harder, driving up ROI and helping you navigate the year ahead.

Door4 is hosting a  free marketing campaign planning event for the home sector on  June 6, at Brockholes Nature Reserve in Preston.