[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Marketing in the home and garden sector<\/b> is booming since the pandemic, with the French investing in their living spaces. According to a study by the F\u00e9d\u00e9ration Fran\u00e7aise du Bricolage<\/a>, spending on home improvements has risen by 6.2% in 2020. The gardening market is expected to grow by 16% in 2021. <\/span><\/p>\n This growth has been accompanied by increased competition<\/b>, with : <\/span><\/p>\n Faced with these challenges, it’s essential for brands to adapt to trends and offer solutions tailored to the audience’s expectations<\/b>. In this article, we share advice and examples of how to capture attention and boost sales through competitions during spring<\/span>. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The home and garden sector has a number of characteristics:<\/span><\/p>\n Because of these particularities, the marketing challenges<\/b> faced by retailers are different from those faced by other sectors.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The home and garden sector is influenced by trends, in terms of design, materials or technology (think of connected home tools). Brands must innovate<\/b> to meet consumers’ changing needs. They are looking to improve their quality of life and personalise their space.<\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Demand for products related to gardening, home maintenance and decoration peaks according to the season<\/b>. Garden equipment and plants are popular in spring and summer. Heating and home decoration products can experience a sales surge in winter. <\/span><\/p>\n The major vertical brands need to optimise their campaigns around the seasons<\/b>. What’s more, they are banking on an ultra-wide catalogue in order to be attractive and profitable throughout the year. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The home and garden sector has undergone a digital transition<\/b>, with an increasing number of consumers researching and purchasing products online. An omnichannel trend is a challenge for brands, who need to offer a consistent experience online and in-store. <\/span><\/p>\n Castorama has incorporated digital technology into its sales strategy, offering customers the option of reserving items online<\/b> and collecting them in-store. The chain uses digital solutions to advise customers, with video tutorials and advice. As for Leroy Merlin, its application allows users looking for a product in the catalogue to consult stocks in real time in the nearest shop or to check delivery availability. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Consumers are sensitive to product quality, origin and environmental impact. The home and garden sector is affected by the sustainability trend<\/a>, and is being called on to offer eco-responsible products and sustainable renovation solutions. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The home and garden sector relies on building customer loyalty, as these products are purchased on a recurring basis<\/b> (home improvement, renovation, maintenance). Building customer loyalty involves reward programs, personalised advice and high-quality after-sales service. <\/span><\/p>\n One example is Leroy Merlin, whose \u2018Leroy Merlin Club\u2019 loyalty program offers discounts, tailor-made advice and access to free delivery services<\/b> to the brand’s best customers. Leroy Merlin also offers DIY workshops to build loyalty among shoppers and encourage them to return to the store. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Spring is a strategic time for brands<\/b> in the home and garden sector, as it marks the start of the gardening and landscaping season. It’s a time when consumers start to take an interest in renovation projects and home maintenance (after the winter and the famous spring cleaning). <\/span><\/p>\n This is important for brands that don’t communicate on other spring highlights (like Easter<\/a>) and need to boost their communications at this time of year.<\/span><\/p>\n Home and garden retailers can capitalise on the arrival of spring by organising a competition<\/b>. This strategy will enable them to achieve commercial objectives, including visibility, an increase in their conversion rate and customer retention. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Spring is the time to raise the profile of your home furnishings brand, as consumers are focused on improving their environment and DIY projects. <\/span><\/p>\n For DIY chains, the challenge is to remain \u2018top of mind\u2019 during this time of year and to position as the essential brand for getting spring projects off the ground. The competition is the ideal format for widening the audience (using fun mechanisms and the promise of attractive rewards<\/a>) while promoting their seasonal offers<\/a>. <\/span><\/p>\n Example<\/b>: Showroompriv\u00e9’s \u2018Garden Party\u2019 campaign, based on a one-armed Bandit<\/a> instant win, highlighted seasonal products to celebrate the arrival of spring. This fun in-app feature gave visibility to the brand and its partner brands, and encouraged sales. <\/span><\/p>\n [\/et_pb_text][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/showrooprive-bandit-manchot-garden-party.webp” alt=”Showroompriv\u00e9 – one-armed bandit garden party” title_text=”showrooprive\u0301-one-armed-bandit-garden-party” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||14px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Spring is a time when consumers, motivated by the warm weather, want to take action. Spring campaigns can encourage customers to visit shops to buy gardening, DIY or outdoor decoration products. <\/span><\/p>\n Competitions are effective here, as they enable retailers to share incentives to buy (in the form of exclusive, time-limited discount vouchers). Gamification acts as a drive-to-store lever. By organising events directly in-store<\/a> (such as DIY workshops, demonstrations, prize draws), companies attract customers to their point of sale and encourage them to make purchases. <\/span><\/span><\/p>\n Example<\/b>: Aushopping chose Outrun<\/a> to raise the profile of its shopping centres. The scheme, which focused on customer engagement and recruiting new leads, encouraged web-to-store traffic at this time of year. The campaign achieved an conversion rate: all visitors to the game filled in the form and played, underlining the appeal of the operation. <\/span><\/p>\n [\/et_pb_text][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/aushopping-outrun-jeu-concours-printemps.webp” alt=”Aushopping – spring competition” title_text=”aushopping-outrun-juego-spring-competition” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||0px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The issue of loyalty is crucial for brands, which need to encourage their customers to return to the shop and buy from the brand. To do this, they rely on a high-quality after-sales service or offer an innovative loyalty program<\/a>, giving access to attractive benefits (discounts, etc.) as well as personalised services. <\/span><\/p>\n The competition can be reserved for the company’s VIP customers. But it also serves as a data collection tool. By refining its customer knowledge<\/a>, the brand can then share recommendations, targeted resources and advice, depending on the project. <\/span><\/p>\n\n
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Marketing challenges in the home and garden sector<\/strong><\/h2>\n
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1. Marketing based on trends and product innovation <\/strong><\/h3>\n
2. A seasonal sector requiring effective demand management<\/strong><\/h3>\n
3. The omnichannel challenge and the digitalisation of the shopping experience<\/strong><\/h3>\n
4. A personalised offering and a focus on sustainability<\/strong><\/h3>\n
5. Customer loyalty and brand experience<\/strong><\/h3>\n
Why organise a spring competition?<\/h2>\n
1. Boost awareness with a spring competition<\/strong><\/h3>\n
2. Attract shoppers to the shop and generate more conversions<\/strong><\/h3>\n
3. Increase your retention rate<\/strong><\/h3>\n