The DTC Homeware Strategies You Need to Know
23 June 2021
Author: Jasmine Waters
With so much time spent inside, it’s no surprise that homeware brands and products are experiencing a boom like never before. Typically considered as a ‘low interest’ category, homeware now have the chance to appeal to the newly time-pressed consumer, using their focus on values to grab a portion of the DTC ‘essentials’ market. What should brands keep in mind, and what do its consumers really want?
Why DTC in homeware?
As more people now want to streamline what spare time they have, industry experts are advising brands to adopt more high impact strategies, looking to disrupt the existing market while leveraging the benefits of being DTC in itself. When it comes to buying homeware and household items, many consumers take an “if it’s not broken, don’t fix it” attitude, meaning it’s harder for brands to attract potential new customers. Campaigns that include loyalty schemes, value proof points, financial savings and sustainability initiatives are the most likely to win favour in the future. In addition, there’s also the opportunity to collect first-person data to a brand’s benefit. The consumer experience will be improved through consumer benefits, while allowing the DTC model to shine.
What homeware strategies are recommended?
There are a number of new strategies to consider if you’re looking to get the best from DTC homeware. Mailbox subscription services have really taken off over the last year, with a wider variety of products able to be hand-posted with zero contact – and zero fuss. Adapting to accommodate this can reduce environmental impact while simultaneously lowering packaging costs. The question of how sustainable a product or process is will main high importance in an overall perspective too. This can be solved by creating ranges that contain a bundle of different product options or partnering with brands that share similar values to gain a further market share.
A more traditional take on DTC strategies is updating the brand loyalty scheme. Offering referral discounts through social media can reduce cost per customer acquisition, while donating to non-profits enhances sign-ups through positive brand commitment. Similarly, investing in reusable packaging can have the same effect, building customer loyalty through investment of a more positive ecosystem in the industry (a concern of many). It’s also worth baring in mind that the post-COVID consumer has decluttering at the forefront of their mind. Keeping this in mind by focusing on flexible ordering and appealing to current aesthetics is a great way to fit in with current customer wants. As homeware is more on display than ever, allowing strategies to be adapted to trends the market is observing is critical in establishing a brand of homeware that fits in a post-pandemic consumer climate.
Image source: our brand Uneleja