Are You Seeing The Results?
There is a definite spike in the window treatment marketplace when you look at the most popular search terms. Notice the spike started before the first wave of COVID opened up from lockdown.
When we look at the search term Hunter Douglas (see yellow line graph) over the past 5 years, you’ll notice on the popularity scale 0-100 it ranges from approximately 25-40 consistently. So what does this mean you ask?
Consistency is a great indicator of a stable brand and consumer looking to buy it.
Where Do Your Customers Spend Their Time?
A recent survey of 500 consumers from Localogy, revealed that 79% research online prior to making a large purchase in-store. Additionally, the top channels utilized for conducting online research are Google (68%), the store’s website (48%), Yelp/other review sites (16%), Facebook (13.8%) and YouTube (5.7%).
Localogy
The Localogy study shows that Google and a store’s website are by far the most used channels for a consumer to research a product.
The next question is once a consumer is looking to make a considered purchase over $1000, how long before a consumer will buy? This may surprise you.
How Long a Consumer Takes to Make a Purchase Over $1000
%
Buy Within 3 Months
%
Buy Within 4-6 Months
%
Buy Within 7-12 Months
%
More Than 1 Year
“The nuance here is the usage of these channels for researching “large” purchases. It suggests that as the value or cost of a purchase goes up, so does the importance of online information.”
Localogy
3 key takeaways
1. Are you taking advantage of this opportunity? Do you have a strategy to get your share of this rise in the window treatment market?
2. Your website and Google My Business profile are invaluable together. The data above shows a local business website and Google are by far the two main areas where Hunter Douglas buyers make an informed decision. Your website and Google My Business should be following best practices to rank you higher and get visitors to inquire or get directions to your showroom.
3. Stand out, get visitors to remember you and make contact. Your website should have detailed product information that is updated regularly and showcase your work frequently. If the buyer doesn’t get what they are looking for from your website, the buyer will go elsewhere. Ensure your website provides a good user experience so visitors stick around, come back and inquire. The average consumer spends a lot of time on research for purchases over $1000.