With the home and gardens sector predicted to see slow growth in 2024 – projected at 1.7% year-on-year to £46.42 billion – coupled with a decline in retail footfall, there has never been a more critical time to ensure the effectiveness of your marketing spend.
Brand performance marketing agency Door4 specialises in helping home and interiors businesses drive traffic, conversion and sales. ‘We have set ourselves apart with services and insights specifically tailored for the interiors sector, as well as hosting free events to help home and garden brands move from surviving to thriving as consumer confidence returns,’ says Leon Calverley, Door4 founder.
‘It’s no secret that it’s tough out there for home and interiors retailers. Not only is the economic backdrop putting pressure on sales: advertising costs are on the rise, competition is fierce and marketeers are learning how to navigate a cookieless world. Many business owners that we speak to in the sector are overwhelmed by the number of channels available to them: too focused on what their competitors are doing and lacking in understanding of how to reach their potential customers. We take these pressure points away with our expert knowledge of the interiors space,’ he says.
For Calverley, the key is having an in-depth understanding of each client’s target customer, especially audience sectors they might not have considered before, and knowing how to reach and persuade them.
‘It starts with insights and data into audience behaviours in the home and interiors space. We use a wide range of data to map the market, determining the right audience segments and using situational analysis to select the most attractive customer group to target with marketing spend. This ensures that budgets go further and brands are in front of the right people at crucial stages of the purchasing journey.
‘There is no one-size-fits-all in this sector. From driving footfall into stores, to creating SEO-optimised websites and driving click-throughs and conversions, our creative approaches are original and fully tailored to the audience. Customer psychology plays a critical role too. Knowing what makes audiences tick is key to effective, profitable campaigns.
‘The last piece of the jigsaw is continually monitoring campaigns to ensure they are on track, optimising, adjusting and refining. Our approach is rooted in a cycle of constant improvement, where we gather insights, measure performance and review strategies to adapt and enhance a campaign’s effectiveness.’
