Homebase

Where should you place ecommerce videos on the product page?

Product videos are proven to have a positive correlation with online conversion rates, as people who watch videos tend to buy more stuff. 

Whether or not these customers are further down the purchase journey and so more likely to buy anyway is open to debate.

Seven customer experience case studies that generated loyalty and ROI

Delighting the consumer is the number one priority for all customer-facing companies.

Right now, consumers have never had more choice, but when there’s an endless array of businesses offering similar products and services, how does any company stand out from the crowd?

By offering a personalised, relevant and completely human relationship that goes far beyond a single ecommerce transaction. 

A whole lifetime relationship between a customer and a company can be fostered under the customer experience (CX) banner, but this kind of loyalty can’t exist without first shaping a sustainable consumer-centric culture and delivering them compelling experiences.

Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to CX so you can learn how successful marketers optimise experiences to increase satisfaction and loyalty.

In the meantime, let’s take a look at some other useful case studies.

Ikea comes last in website usability study

Easter is coming and spring is in the air so consumers will be soon be shopping for home improvement and gardening equipment, though some might wait until the temperature gets above zero degrees outside.

There are several major brands vying to take advantage of the seasonal increase in spending, and Qubit has analysed six of them to see which provides the best online user experience.

The new home and gardens benchmark analyses the buying experience provided by Homebase, B&Q, Argos, John Lewis, Ikea and Wilkinson.

Using more than 80 industry best practice criteria, weighted on their importance in this sector, each website is assessed and scored giving 
a final percentage to identify which brand offers the best online experience.

Homebase develops its multichannel strategy with new mobile site

Homebase has unveiled a new mobile optimised site as it seeks to expand its multichannel offering.

As well as being fully transactional, the mobile site has a store finder function that allows users to check if the product they need is in stock and reserve it for collection later that day.

The idea is to use mobile to help drive footfall in-store, which is a strategy we’ve seen recently from both L’Oreal and Guess Watches.

In May Homebase revealed that more than a third of its customer research online before going into a store, which highlighted the need for multichannel commerce tools such as reserve and collect.

The launch of the new mobile site shows that Homebase is continuing to develop its multichannel strategy, but is the site any good?

More than a third of Homebase customers research online before going in-store

More than a third of Homebase customers research online before going to a bricks-and-mortar store, according to the retailer’s head of multichannel.

During a speech at the E-Commerce Futures Conference this morning, Andy McWilliams said it highlights the need for a joined up approach in-store and online.

Even if you think you’re a multichannel retailer, online and offline often act almost independently. You get different offers online vs. offline. They have to be the same, and communication has to be the same.

Homebase releases reserve and collect app

Having already released a successful app for Argos (which has been downloaded almost 1m times), Home Retail Group yesterday launched a reserve and collect app for Homebase. 

Homebase has seen a 600% increase in online sales via mobile in the last year, and users have made 3m stock checks on the main website since February, so a mobile launch makes perfect sense.

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