Lottery winners, hedge fund managers, entertainers?
In fact, representing a huge £12 billion to retailers every year in the UK, the answer is homemovers & with the recent changes to stamp duty announced by the government potentially putting more money back in their pockets this is likely to grow still further.
Every specific stage of the homemover journey brings with it a unique opportunity for retailers to adapt their marketing messaging accordingly; not only to engage with consumers known to be at a specific point in a home move, but also to understand the circumstances which have motivated this move in the first place. Combined, these two factors reveal highly valuable data insights.
All homemover journeys are different, depending on the sector and category, but typically expenditure lasts several months before and extending long after the actual move date.
Did you know for example that prime demand for DIY products typically peaks when homeowners are considering a move, as people begin to smarten up their homes, ahead of listing. This spend peaks again at 0-3 months post-move when the focus shifts to all-important home improvements. Furniture purchasing first surges when the property is sold subject to contract, as does spend on electricals and tech, home furnishings and garden products.
Channelling homemover intelligence for targeted marketing campaigns can enable brands to move ahead of the competition and realise strong returns.
Talk to us today about how your own tailored marketing programme can better engage with consumers at the moments they are most likely to buy.