The digital age has shattered linear shopping journeys. Today’s home improvement customers fluidly browse online inspiration, chat with in-store experts, and click to purchase products anywhere, anytime. Omnichannel is the new normal.
This complex web of intersecting online and offline touchpoints presents opportunity and challenge. To win, retailers must grasp shopper motivations, map fragmented journeys, and optimize each interaction through unified strategies.
The path ahead requires vision and agility to blend convenience and human connection into seamless experiences. For home improvement leaders, omnichannel innovation must become the guiding light.
Omnichannel marketing seamlessly bridges online and offline shopping experiences. The surge in U.S. online market dollar sales for home improvement, which grew by double digits last year, and the fact that 70% of consumers are turning to online home improvement retailer sites for their DIY needs, underscores the importance of this unified approach.
The best call center integration for Salesforce can connect call center interactions with your CRM data to enable excellent service across channels.
This provides a holistic view of each customer as they engage across touchpoints. With omnichannel being critical for home improvement retailers, tools that facilitate consistency and visibility across channels are key.
Online home improvement purchases skew towards younger demographics, with millennials and Gen X leading spending. As shown in the table below, 77% of online buyers are under 45, while only 4% are over 60.
Visualizing this age group breakdown in a pie chart illustrates the dominance of younger generations driving e-commerce growth. Capturing their digital-first preferences will be key to omnichannel success.
| Age Group | Percentage |
| 18-29 years old | 35% |
| 30-44 years old | 42% |
| 45-60 years old | 19% |
| 60+ years old | 4% |
With omnichannel marketing essential for today’s home improvement businesses, what strategies can be implemented to enhance this experience?
For example, integrating your call center with Salesforce can provide visibility into customer issues and enable better service across channels.
Beyond call center integration for Salesforce, there are several other key strategies to optimize omnichannel experiences:
With omnichannel marketing essential for today’s home improvement businesses, what strategies can be implemented to enhance this experience?
At the heart of any omnichannel strategy is effective content. Considering that the majority of online dollar sales in home improvement come from major appliances and home décor, relevant and accurate content is critical.
By analyzing customer needs, businesses can create content that guides shoppers through a seamless journey across all channels.
Some key ways to develop relevant, integrated content include:
Beyond content, consistent branding and messaging across platforms is crucial. The increasing popularity of buy-online-pick-up-in-store (BOPIS) options among DIYers highlights the need for a unified brand experience, on and offline.
Ways to achieve consistent branding and messaging include:
While consistency is key, integrating content strategies across digital platforms ensures messaging is streamlined. With online spending rising among millennials and boomers, businesses must focus on clarity and transparency when promoting campaigns across channels.
Strategies for integration include:
In pursuing integration and consistency, the bigger picture cannot be ignored. 30% of home improvement shoppers still prefer to see products before purchasing, emphasizing the need for an approach that considers both online and offline experiences.
A holistic focus requires:
With customer journeys evolving, regular assessments are crucial. By identifying key touchpoints and optimizing them, businesses can enhance omnichannel experiences. Surveys, customer feedback, and usability testing provide invaluable insights.
Effective journey mapping entails:
Omnichannel is here to stay, but agile, customer-centric strategies are key as it continues to evolve. By understanding shoppers’ motivations and mapping their fragmented journeys, retailers can identify opportunities to connect experiences through unified branding, relevant content, and seamless touchpoints.
However, optimization is an ongoing process of listening, enhancing, and adapting as behaviors change.
The connective tissue should be customers at the center. Their needs and desires shape each interaction. The goal is not just channel integration, but personalization that sparks devotion.
For home improvement retailers, the future of omnichannel lies in human connections – expertise shared, problems solved, projects brought to life. While data and technology will advance, letting customers shine through every touchpoint will be the omnichannel difference that matters most.
1. How does omnichannel marketing differ from multi-channel marketing?
Omnichannel provides an integrated experience across channels, while multi-channel focuses on individual channels without ensuring a seamless transition between them.
2. Why is content analysis important in omnichannel marketing?
Analyzing content helps ensure it is effective, consistent, and relevant across channels, guiding customers smoothly through their journey.
3. How can businesses adapt their omnichannel strategies to changing customer behaviors?
Regular journey mapping, market trend analysis, customer feedback, and usability testing allow businesses to continuously refine omnichannel strategies.
