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Professionals in-home equipment and home improvement, your competitors and future customers are on digital and increase your turnover. And you?

Note that 54% of home-type sales made in stores have digital as their starting point! If the connection and transformation are still done on traditional models, digital is often at the origin of projects.

A strategy for change

As you know, the practices of your consumers have changed. Previously, a consumer who had a project contacted the installer directly went to a store or consulted a directory.

But that was before…

Today, digital intervenes in the consumer’s decision-making process, and at different levels:

  • During its documentation phase: when the person has a need or is in the thinking phase, whether they are looking for information on the web from their computer, tablet or phone.
  • During active research: when the person is heading little by little towards a professional who can meet his needs by directly consulting his site or his application.

As experts, “digital makes it possible to focus not on questions, but on concerns”: upstream of questions, concerns are broad questions (e.g.: “how to increase the energy performance of my home?”).

As a professional, you must be present to address these concerns by providing a simple and clear solution (“change your windows”). This is how you will be able to bring users to your product by highlighting its strengths, by highlighting the referent installer, and of course by making contact easier.

Measure your performance to constantly optimize it

In this video, we will explain to you that digital allows you to measure everything, yes, but above all that you absolutely have to measure everything!

You must equip yourself with a measurement application in order to be able to analyze the performance of the various engaged channels, online and offline. To do this, you must ensure that the data available is:

  • Exhaustive: all data must be available
  • Integrates: reliable and objective
  • Granular: fine enough to understand and learn from it.

To measure the profitability of the channels, however, it will be necessary to de-pilot the action. Digital is involved in making contact, it’s true, but different levers are nevertheless present throughout the decision-making process. We can say that it is the addition of these different levers that allow the conversion. Measuring its performance will therefore make it possible to determine:

  • The initiating levers: those who helped capture the prospect for the first time.
  • The levers of assistance: those which informed him throughout his process of reflection.
  • Converting levers: the last known source of traffic before contacting or converting.

To measure your performance accurately, you will need to set goals. Because there is no point in collecting data and carrying out analyzes if there is no reference to refer to!

By precisely measuring online and offline actions, you will be able to identify the sources of traffic that have contributed to the achievement of this objective.

By having an unmanned vision of the decision-making process, we can reposition the levers, if necessary, to understand at what stage they act and their participation in the conversion.

You will be able to determine the contribution of contacts from digital in terms of business volume, without forgetting their impact on final increase turnover.

Connect with consumers

Measure its performance and manage its actions, yes! These actions will benefit to increase your turnover, but their effects will be multiplied if you combine them with a relational strategy.

Concretely, it is a question of maintaining the relationship with the consumer as he progresses through his decision-making process thanks to emails, communication by SMS… The goal? Support its rise in maturity and have a different approach, for a unique customer experience. As such, the traditional media (TV, radio, flyers, posters, etc.) remain predominant in stimulating needs. They are often the initiating levers of a project, which the consumer will gradually achieve by going to search for information online.