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

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  • Loft, Paul

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.

Suggested Citation

  • Loft, Paul, 2014. "Increasing sales by engaging the customer at every touch point: Case study of Homebase," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(2), pages 118-124, September.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:2:p:118-124
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    More about this item

    Keywords

    Homebase; omni-channel; inspiration; home improvement; customers; retail;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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