The Heinzeroth Blog

Back in the “olden days” the consumer purchase journey was pretty cut and dried. You went to a local brick and mortar store, shopped the brands and their respective assortments on the shelves and made a purchase. If you didn’t see what you were looking for, you drove to or called other stores until you found it. Competitive brands “differentiated” their products through shelf placement, pricing strategies and point of purchase materials. National TV ads, print ads, newspapers and circulars also educated consumers about product choices and available brands. Word of mouth recommendations from family and friends were the key trusted sources of product reviews. Special order catalogs were also in circulation and presented additional options for product purchases.

If your products involve a warranty, kudos to you for adding that special value to your brand. But is the way in which you register customer purchases making it possible for you to capture key insights and also to stay connected with your customers? For any company considering a content marketing program, a good place to apply its automated communication features is with your warranty registration process.

Although the economy as a whole is suffering due to the pandemic, major hardware and home center retailers have seen a significant jump in online sales due to the rise in consumer shopping from home. Here are some tips to help you maximize the visibility as well as sales conversion of your products in online channels.

Online shopping continues to escalate in the home improvement channel. In fact, 70% of online buyers actually prefer to shop online versus in-store, according to The Farnsworth Group 2015 study: “Online Purchasing Behavior for Home improvement Products.”