Irish Home Improvement Store Heavins Optimises Cross-Selling: 25% Increase in AOV
Topline Heavins & Euronics is an Ireland-based hardware & electrical store offering products and services ranging from kitchens, a paint and decor centre, gardening, DIY tools, electrical appliances and more.
The campaign generated 24% more add-to-basket for Heavins.
Heavins achieved 25% higher Average Order Value with cross-selling.
Average Order Value increased by 1.7x for purchases made on tablets.
Challenges Faced by the Home Improvement Industry
The home improvement market was no exception to the transformation brought forward by the pandemic. Many consumers shared that they discovered new hobbies and DIY projects during the lockdowns, usually involving home improvement.
While the home improvement market has a lot of room for growth in the online space, it isn’t without its challenges.
1. Conveying Product Expertise
When it comes to DIY and home improvement projects where assistance is often needed, online stores often fail to provide the same consumer experience as brick-and-mortar stores. This shows itself in knowing and recommending which products are compatible and should be bought together or which products solve that particular customer’s problem.
2. Understanding Customer Needs
The home improvement industry provides many different solutions for a wide variety of problems. Some main categories include garden power tools, garden maintenance and gardening tools, power tools and accessories, plumbing tools, painting products, etc. Therefore, understanding customer needs, recommending relevant and compatible products, and boosting cross-selling are paramount for the home improvement market.
3. Facilitating Product Discovery
Home and garden eCommerce retailers have large product catalogues, which makes product discovery a considerable challenge for customers. The fact that home improvement and decor products often form part of larger purchases further complicates product discovery, leading to decision exhaustion and lost sales.