In the contemporary home and garden sector, providing a personalised and unique experience for customers is paramount in fostering brand loyalty and driving sales; the biggest innovators are using video experiences. By creating a versatile and convenient video shopping experience for each customer, home and garden brands can showcase their stylish products and services in a way that aligns with the customer’s preferences and tastes. There are several ways to create a personalised video experience for retailers in the home and garden sector.
In this article, we will cover the following:
The importance of creating a personalised video experience for the home and garden sector
Creating a personalised video experience for the home and garden sector is vital for brands to stand out in a versatile market, build stronger relationships with their customers, and ultimately drive sales. The home and garden industry are highly competitive, and so personalised video experiences can help home and garden brands differentiate themselves by creating unique and timeless content that aligns with the customer’s interests and preferences. This can help home and garden brands establish a unique brand identity and build a loyal customer base.
Personalised video experiences can also help home and garden brands build stronger relationships with their customers by providing them with consultations that are versatile to their interests and preferences. Additionally, it can increase brand loyalty and customer engagement, as the interaction is unique to the customer. This in turn leads to higher conversion rates and ultimately drive sales.
According to McKinsey: “Research shows that personalization most often drives 10 to 15 percent revenue lift (with company-specific lift spanning 5 to 25 percent, driven by sector and ability to execute). The more skilful a company becomes in applying data to grow customer knowledge and intimacy, the greater the returns”.
Moreover, personalised video experiences can also be used to leverage customer data to gain insights into customer preferences and behaviour, make strategic business decisions, and improve the overall customer experience. Creating a personalised video experience for each customer can, in turn, lead to a more enjoyable and satisfying customer experience. This can help home and garden brands establish a reputation for providing exceptional customer service, helping them retain their customers and attract new ones. By targeting the right audience with the right message, brands can also increase their return on investment and drive more sales.
One-to-one live video shopping
Personalised video experiences, particularly live one-to-one video shopping, are becoming increasingly important for home and garden retailers as they strive to differentiate themselves in a contemporary market and create a unique brand identity that resonates with their customers.
Live one-to-one video shopping is an innovative and effective way for home and garden retailers to provide a truly personalised experience for their customers. This type of video shopping allows customers to interact with a sales representative in real-time through a live video call, where they can ask questions, see the products up close, and receive personalised recommendations based on their preferences.
By providing customers with live one-to-one video shopping experiences that are tailored to their interests and preferences, home and garden retailers can create a sense of exclusivity and make customers feel valued. By leveraging customer data, home and garden retailers can gain insights into customer preferences and behaviour, which can be used to make strategic business decisions and improve the overall customer experience. According to Accenture, 83% of consumers are willing to share their data if it leads to a more personalised experience.
How Confer With’s live video shopping platform powered 30X growth in conversion rates for Snug
The sofa in a box company, Snug, have embraced this new way of shopping and has proved that the home retail sector can be at the forefront of retail technology. They implemented live one-to-one video shopping as a direct way for them to communicate and engage with their customers online. The results? It replicates the experience closest to that of being inside a store with unique and personalised shopping journey for every customer. Additionally, Snug have seen 30X growth in conversion rates, as well as a 40% increase in average order value.
How retailers can create personalised video experiences with live one-to-one video
Immersive one-to-one video shopping provides home and garden retailers with the experience that sets them apart from other brands. So, how can the aforementioned retailers leverage this experience well?
Use high-quality, visually stunning content
- The home and garden sector thrive on cosiness and comfortability. Displaying the quality of products is very important, so it’s important to use high-quality, visually stunning content that showcases the unique features and benefits of products or services. This can include using high-resolution photos and videos, as well as incorporating animation and special effects to make the video more engaging. According to a study by Hubspot, “72% of customers said they would rather learn about a product or service by way of video”
Create videos that tell a story
- The home and garden sector create a personal connection with the viewer, so it’s important to create videos that tell a story. This can include using customer testimonials, or storytelling elements to showcase the unique features and benefits of your products or services. According to a study by Wyzowl, 84% of consumers have been convinced to buy a product or service after watching a brand’s video.
Use personalisation to create a more intimate experience
- Personalisation can be a powerful tool for creating a more intimate and engaging video experience. This can include incorporating the viewer’s name, location, or other information into the video.
- Support the customer’s online shopping experience with a human being who has knowledge of interiors. This expertise can help customers choose the right products for their homes; the value of advice the customer receives is paramount as to whether they purchase or move to a competitor.
Exceptional customer service, delivered over live one-to-one video
Live one-to-one video shopping can also help home and garden retailers establish a reputation for providing exceptional customer service. By creating a personalised video shopping experience for each customer, home and garden retailers can enhance the overall customer experience, which can help them retain their customers and attract new ones. For example, in a live one-to-one video shopping call, the retail expert can learn about their home and then provide an efficient experience for the customer by demonstrating the products that align with the customer’s style and space.
Home and garden brands can use one-to-one video commerce via virtual clienteling , which seeks to establish meaningful relationships between the brand and the customer. This is achieved by empowering sales associates with real-time data based on the customer profile. Virtual clienteling can lead to increased customer satisfaction, loyalty, and the ability to gather valuable data on customer preferences and buying habits. Additionally, virtual clienteling can also increase efficiency for the business, one way being the advantage of remote interactions. Virtual clienteling allows sales staff to interact with customers remotely, which eliminates the need for them to be physically present in the store. This can save time and resources for the business as they can handle multiple customer interactions simultaneously. Find out more how live one-to-one video shopping has powered exceptional customer service for luxury furniture company, Bridgman, and sofa in a box company, Snug.
Finally, home and garden brands can use one-to-one video commerce for post-sales support. Each customer will have their own unique experience with a brand, therefore they can provide personalised instructions and troubleshooting tips for customers who are experiencing issues with their products. This approach allows brands to provide a high-quality post-sales service, which is critical for maintaining customer loyalty and repeat business in the home and garden sector.
The results seen by retailers using Confer With
Retailers using the Confer With platform have seen their conversion rates and average order values skyrocket with live one-to-one video shopping. While the home and garden sector averages sub 1% conversion rates, Confer With sees conversion rates of 20% and above. Additionally, by using the live video shopping, retailers are seeing a 49% and above increase in average order value.
The Confer With platform has all the features required to create a bespoke, immersive shopping experience within the home and garden sector:
- Personalised video experiences based on customer’s needs and preferences
- Recommendations and alternative features the retail expert can use to cross-sell and upsell products
- Access to real-time data and reporting
Creating personalised and timeless one-to-one video shopping experiences for the home and garden sector is a powerful way to connect with discerning customers and build brand loyalty. By using innovative customer data and insights, businesses can create inviting one-to-one video shopping experiences that are tailored to the specific interests and needs of their audience. This one-to-one approach allows for a more intimate and personal shopping experience, driving conversion rates of 20% and above, as well as a 49% increase in average order value.