Back in September, we launched our first ever Customer Engagement Awards. After a month of voting from our Premium Panel, the public and a panel of retail experts we were delighted to announce the winning brands across a number of retail sectors.
In this series of blog posts, we will be taking a closer look into why the winning brands are leading the way with customer engagement by delivering relevant content and engaging socially with their customers.
First up is Habitat who was voted the most engaging online furniture brand and scored 13/25 in our first engagement report.
In our analysis, Habitat scored highly in terms of the engagement they received on their own on-site content. We were impressed by the content they produced, but felt a key takeaway for the brand was to cascade this content consistently across their social channels and use it to excite their audience further.
The Habitat website is a great resource for those interested in interiors with everything from iconic product stories and information about their designers to their heritage and Habitat’s role in modern culture.
We enjoyed their #HabitatVoyeur campaign which accompanies their recent television adverts. This campaign takes a look into the homes of some of the UK’s creative individuals and shares their interiors inspiration. The content doesn’t just share inspirational interior design, it also introduces readers to exciting people in the fashion, food and drink world and does a great job of making you feel “in the know” and that you are accessing exclusive content.
Habitat has also produced humorous videos which give instructions on how to be a #habitatvoyeur, tapping into the fact that many of us enjoy a snoop around other peoples’ homes.
To engage their audience further and spread the idea of Habitat voyeurism, they recently ran a competition, in which they invited people to upload an image of their home in order to win a voucher which produced user-generated content and engagement across their social channels and allowed consumers to become part of the brand.
On-site, Habitat has a blog section which includes buying guides, stories behind their products and gift guides and inspiration. However, this content is very tucked away on their website and should be given more prominence on their website and social channels. It would be great to see the product stories incorporated into their product pages to really bring them to life. Buying guides can also improve conversion rate as they help customers make an informed choice.
Habitat received the most engagement for their own content on Twitter followed by Facebook. Their strategy on Twitter also see’s them retweet happy customers and mentions of their brand whilst sharing their own content. There is a good mix of post types including images, video and mentions from bloggers. They also reply to customers order queries and complaints in a timely manner. A nice touch is that they reply to any Twitter user who submits a #HabitatVoyeur image, but it would be even more brilliant if they could make this more personalised to each customer.
Over on Instagram, the brand has been steadily growing their following. Their images are all vibrant and modern and very reminiscent of the Habitat brand and their products. As well as sharing products, they also share images from their #HabitatVoyeur campaign, behind the scenes ‘sneak peeks’, press mentions and images of their products in context. However, some posts weren’t receiving a huge amount of engagement compared to other brands.
Facebook, although full of content, is one way and the engagement is mainly in the form of Likes. A development for Habitat could be using their #HabitatVoyeur campaign to engage more of a conversation with users. They could ask more questions, survey fans on what rooms they like most, or even offer the opportunity to be interviewed by Habitat and share their customers’ inspirational images to push their voyeurism theme even further.
You can read more in our furniture engagement report here.