How to Reduce Friction in the Consumer Journey

With summer right around the corner, it's the perfect time to work on your home improvement projects. From replacing the outdoor deck to painting the wall, there are plenty of tasks to finish as the weather gets warmer.

While preparing for home remodelling projects, property owners usually scour the internet for inspiration. This means that right now is the ideal time for home improvement retailers to put in the effort to reach their target audience and increase their sales.

So, how exactly do you achieve this goal?

Whether it's about increasing consumer engagement or maximizing sales, home improvement brands need to make the consumer journey as smooth as possible. Their job doesn't end once they've attracted customers to visit their website or store. Instead, their plan needs to include proper strategies to reduce friction throughout their consumers' entire journey.

3 tips for home improvement retailers to reduce friction in the consumer journey

1. Collect consumer data

Why is collecting consumer data so important? Why is it necessary to know the preferences and intentions of our customers? In short, this information helps home improvement brands understand their target audience. Through consumer data, companies can uncover their customers' demographics, interests, and locations, which can help determine the proper strategy for their marketing campaign. Understanding your customer is necessary to provide them with an engaging experience throughout the consumer journey.

2. Use accurate descriptions and good quality images

To make consumers' journeys smooth, companies need to use accurate product descriptions with high-quality images. These small steps reduce the chances of product returns and negative reviews. When creating your product description, details like material, size, shape, colour, weight, production process, and design should be included. Don't forget to include shipping information and the return policy of your products.

3. Go for experiential technologies

Before purchasing any product, painting the wall, or changing the floor tiles, consumers usually do a lot of research. Consumers want to make sure that everything matches perfectly with their home and that they're investing in a high-quality product. By offering advanced technologies, you can help customers see how they will fit into their homes before purchasing the product.

For instance, when consumers look at a picture of a kitchen countertop, they may think it looks nice, and may even consider it for their own home. They may not finish the purchase because they don’t know how it will look with their home layout. However, if the latest technology allows them to see how the same countertop looks in their kitchen, this will help to make their buying decision faster and easier.

Start with execution

Once home improvement retailers find the right strategies, they need to execute them properly. Without any action or implementation, you're not going to achieve your marketing goals.

To complete all of your marketing ideas, companies need to invest in the proper infrastructure and expert knowledge. By taking the time and effort to implement these ideas in your business, you're helping to ensure a smooth customer journey, leading to increased conversion rates and ultimately an increase in sales.

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