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

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.