How to Build Store Traffic: 5 Ways to Win with the DIY Shopper
"I can do this myself!"
This is the mantra of every three-year old and all home improvement enthusiasts across the country.
According to research from Nielson Local 53% of Americans have made some home improvements in the last year. The Home Improvement Research Institute (HIRI), in a late 2016 survey found that more than 80% planned to do some type of home improvement. Kitchens, bathrooms and landscaping/cement were the most popular DIY projects (37%), 32% (32%), and 31% (31%).
DIY is a way of life.
How can home improvement stores help their customers get dirty? It's all about creating a strong connection between online and in-store experiences. It's a common practice among the big boys. The website of the Home Depot has undergone significant improvements to offer a better digital and in-store experience. Lowe's has begun testing Holoroom How to, a virtual reality skills clinic that is available on-demand, in a few locations across Boston and Canada.
These are five ideas to get you thinking:
Know that DIYers don't do it for the money.Marketers often assume that DIY shoppers' biggest problem is money. Marketers believe that home improvement projects are undertaken solely for the sake of saving money. While this may partially be true, it is not always the main goal. Many DIYers are driven by the joy of creating, the pride in their work and the pleasure of sharing.
Use mobile-friendly content.You can think back to the last time that you were working on a home improvement project or a garage project and needed some help. You probably pulled out your phone and did a quick Google search or YouTube search. Your shopper might be doing the exact same thing. Keep your how-to content relevant for the medium. Short videos with close-up details and on-screen text that highlights key points. Rethink your in-store display to make sure it is more interactive and complements the mobile experience.
Encourage and inspire.It is not enough to show customers how to do a particular project. Your content must be informative.EncourageThey are essential. In-store displays, in-store displays, and social media should all feature inspirational content. This will make your project more accessible and your brand more appealing to consumers.
Social media is a powerful tool that can be used to your advantage.Social media is a great friend for home-improvement marketers. Pinterest is an excellent tool for communicating with DIYers. The site's followers are heavily DIY-inclined. A steady flow of ideas, inspiration, and encouragement from Pinners can help to generate a healthy ROI.
Twitter is a great place to get quick tips, hashtag contests, and events in-store. Facebook can be used as a personal hub for projects.
Encourage user-generated contentDIYersThey are proud of their achievements and skills. Give them a platform. Facilitate and enableContent creationInvite DIYers to share their tips and ideas. Invite DIYers to contribute their tips and tricks. Let them be the face of your brand. Showcase their videos with subtle branding in-store and on social media.
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