Insights banner (1)

TwentyCi Blog

Retail Intelligence: do you understand homemover worth?

Posted by TwentyCi December 16, 2020

Home furnishing

Homemovers represent a captive market for retailers; they are the largest prime consumer group for brands selling big-ticket items, everything from beds and sofas to white goods, tech and electricals.

As recently discussed in our featured Retail Intelligence supplement, from our most recently published Property & Homemover Report, we reveal data and insights to specifically help marketing professionals in the retail sector understand the value of homemover audiences. It is with the application of this data and insight that brands can more effectively engage consumers at the exact moment of purchase intent, allowing for significantly increased sales.

retail graphics 280 x 280-1

Taking the home furnishings sector as an example, homemovers are up to 30 times more likely to purchase products and services associated with this category than a non-homemover. What’s more, did you know that furniture retail represents a total value of £1.344 billion from UK homemovers every year in the UK? It's an impact that can be realised by almost every major industry sector and is a period of expenditure that typically spans from at least 6 months prior to a home move and to more than 12 months beyond.

Danny Crowe, Sales & Marketing Director at JG Travel Group adds, “I worked with TwentyCi to implement targeted homemover marketing programmes during my time at Dixons, Homebase and B&Q. We saw great results to both the initial campaign and the homemover audience, with this consumer group remaining a true sweet-spot of data for at least the next 12 months following their home move. I firmly believe that TwentyCi’s Buyhavioural approach allows brands to understand the audience and communicate in a relevant way to drive superior results. The power of a trigger event cannot be underestimated.

Key insights

  • Nearly 1.2m consumers are currently in “The Homemover Wave” – wanting to move, moving soon, move moving now, have just moved, or are settling into new homes
  • Each year in the UK four million people move house with an annual average total spend of £12billion* (excluding property & transaction costs) - within 18 months of a move
  • This high-value audience can be targeted precisely by retailers across numerous industry sectors

Would you like to find out more? Drop us a line or chat to one of the team today on 01908 829300.