Shopper Marketing - July 2017 - 43
pers don't have a disjointed experience. "Everybody cross-shops, but they're not getting a
consistent brand perception from one app to
another," he says.
Social media presents other opportunities
for retailers and brands to reach shoppers, especially younger consumers used to Pinterest
and Instagram, Aviles says. "You see more of a
focus on the style side in these channels than
before, which is smart because that's the impetus driving especially younger shoppers into
The advent of smart home products has
meant that shopper marketers need to keep
track of which devices connect with one another, and how to leverage potential crossselling opportunities, particularly in reaching
Millennial consumers, Rubin says. For example,
"It is very feasible in the near future that appliances will be more connected to products that
get sold in grocery stores," she says.
Aviles notes that when it comes to smart
home, Lowe's and Home Depot are not just
competing against each other but also Target - and even Sears. Plus, Amazon recently
launched a consulting service for smart home.
"That certainly caught my eye," she says. "Smart
home isn't limited to the home channels."
Field Agent's research has shown that Best
Buy has a "significant lead" over Home Depot
and Lowe's in terms of consumer perceptions in
the smart home arena, Rick West says. "They're
going to have to figure that out," he says. "They
can't continue to let Best Buy win."
BIG IDEAS FOR HOME IMPROVEMENT
Shopper Marketing asked the consultants, market researchers and brands contacted for
this story to provide their "three big ideas" for seeding the path to purchase in the hardware
and home center channel. Among the suggestions they made:
To get consumers in the store, create a high-touch experience.
Once they're there, enhance the shopping experience by making projects simpler.
To fully welcome in-store digital experiences, stores must train sales associates
differently and equip them with digital tools.
Provide shoppers with digital tools, either downloaded to their devices or available
on in-store kiosks.
To ensure shoppers are happy with their smart connected home devices, partner
with installers who can hook up technology in consumers' homes so they're not
left frustrated and (still) disconnected.
Home centers need to stay aware of how greener assortments and offerings
will impact the channel.
JULY 2017 SHOPPER MARKETING y