Increasing sales by engaging the customer at every touch point: Case study of Homebase

Paul Loft

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 2, 118-124

Abstract: The recession has been difficult for many retailers, but for those whose business is as dependent on people moving house as the home and do-it-yourself (DIY) sector, things have been particularly tough. Underlying this is a shift in customer behaviour away from DIY to employing a professional to do the work, combined with the need for the home sector to provide inspiration and project support rather than being just a ‘shed’ from which to buy paint. Homebase has been listening to its customers and is repositioning itself as a omni-channel home enhancement retailer, refitting stores and introducing digital tools to help staff and customers in-store and online. Part-way through its renewal plan, the company has launched a new e-commerce site to match the inspirational requirements of its customers and provide the technology it needs for the next phase of growth.

Keywords: Homebase; omni-channel; inspiration; home improvement; customers; retail (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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