Step 1: Devise, design, and decide for yourself
Before jumping into the calendar itself, we need to lay some foundations. A good place to start is by looking at your potential customers. Home & Garden buyers tend to fall into one of three categories:
Understanding these customer archetypes is the basis of a strong retargeting strategy, and the first step towards achieving this is personalization. You might want to focus on highlighting comparative offers for Diligent Buyers, but you’ll still want to predict what type of products they’re looking for and how it relates to ongoing Home & Garden trends.
Providing essential tips and tools, we specialize in transforming each season into a marketing opportunity, recognizing the vital importance of seasonality in Home & Garden. Our approach ensures your campaigns are as personalized and expertly crafted as the in-store experiences your audience craves, helping you stand out from the crowd.
At RTB House, we identify user profiles using Deep Learning algorithms. These algorithms process huge amounts of data to determine how to nudge users towards a sale. This method is automated and eliminates human bias and error in the decision-making process. Additionally, it is highly flexible and helps you make the most of your Home & Garden strategies year-round.
With our foundations settled, let’s take a look at specific approaches for every season:
Step 2: New year, new decor
As we step out of the holiday haze and start taking down holiday decorations, our homes can begin to feel a little empty. We all want to make big changes in the New Year, and refreshed home decor is a great way to blow away the January blues and brighten up our lives.
You should leverage hyper-personalized ads with January promotions. Once you identify the products a user is interested in, you can use this to highlight special offers or bundle deals and help them make a purchase that will add color to the winter months.
Step 3: Spring cleaning
Spring is a key season for all buyer categories and a big opportunity for ecommerce platforms to bring some Heavy Buyers into the fold with Home & Garden strategies.
Convinced by the potential of the retargeting channel, RTB House has enabled Leroy Merlin France to develop traffic and sales accordingly while meeting strict ROAS performance objectives. An innovative approach, transparency, and the client-side team’s support have been the keys to this ongoing success.
Read the full case study here.
Ecommerce platforms should practice retargeting for Home & Garden with a focus on aspirational content that showcases the good feelings most people associate with working on their house and garden. This should be supplemented with thematically consistent content across all marketing channels.
Step 4: Everything under the sun. Make the most of summer
In the summer, customers become more interested in outdoor purchases as the sun starts shining.
This is a brilliant opportunity for you to channel sunny optimism into great garden purchases. Brands can use promotional deals to showcase gardening tools, BBQs, and garden furniture, and even tailor adverts based on a user’s local weather conditions. After all, who thinks about buying a new barbecue when there’s a summer storm raging outside?
Step 5: It’s fall, but lift those sales
As the cooler autumn days settle in, brands can reinvigorate customer interest with content that highlights the good aspects of the season.
The good news is that customers will be spending more time at home than in summer, giving you more opportunities to get your content in front of them. Focus on highly personalized, brand-consistent content across your channels. This will help to build customer confidence and, ultimately, customer lifetime value.
Step 6: Jingle All the Way! Black Week to Christmas
No matter what product you specialize in, the holiday season is a key moment for all ecommerce platforms. You’ve spent the year building relationships with customers, and Christmas is an opportunity to use Home & Garden strategies to reconnect with new and existing customers alike.
The key, once again, is personalization. Everyone is scrambling to find the right gift ideas, and by personalizing ads to their predicted preferences, they’re more likely to purchase from your store rather than someone else. Brands also take advantage of novel artificial intelligence solutions, like our new IntentGPT, to stand out.
In any case, if you use the foundational experience you’ve built over the course of the year, you will have a great springboard into the key Christmas sales period. If you want an at-a-glance view of your year-round Home & Garden marketing strategies, you can download our calendar today.
Start building your year-round Home & Garden marketing strategy today
This blueprint is a solid start, but if you want to deep-dive into the nuances of Home & Garden marketing strategies, we’ve written a report that might just help. Our Guide to redecorating your digital Home & Garden provides a more in-depth view of the Home & Garden sector and is a valuable read for any marketer. You can also contact our team at any time if you prefer to talk it through with someone.
