In these uncertain times, consumers’ purchasing behaviour has shifted, with changes in regulations and accessibility of products and services proving a key factor. Many consumers are looking to utilise additional time at home wisely, by investing in home renovations and developments. Yet with the police beginning to crack down on non-essential trips to buy DIY equipment, the pressure has mounted on home furnishings and interiors retailers to provide an online service which can sustain the new-found surge in demand of the consumer.
Last month, homeware giant Dunelm temporarily closed all operations following the government-mandated lockdown, taking close to three-weeks to ensure procedures were in place before re-opening it’s online store earlier this week. They’ve since implemented several measures, which the retailer’s online statement is keen to stress “were developed with external consultants including NHS professionals” before being signed off by Trading Standards. Such measures include enforcement of social distancing, the introduction of a one-way system and enhanced cleaning regimes. Since reopening, the retailer has seen “significantly higher” order levels than before the pandemic, a pattern set to continue throughout the coming weeks. It’s clear that the consumer certainly has the appetite, and by adapting processes safety, retailers such as Dunelm may be able to see positive uplifts in revenue throughout this time.
John Lewis are also adapting their home furnishings model, by offering a virtual version of it’s in-store advice service through its online portal. Whilst the department store closed its physical stores in March, the website has remained open and trading has continued as much as safety allows. Whilst certain home furnishings, including larger items such as tables and sofas, are currently unavailable due social distancing issues that such products procure, the retailer continues to support the consumer’s demand for decorating advice. The launch of the virtual shopper service allows consumers to book a virtual appointment with a “Home Design Stylist” where consumers will have the opportunity to talk through their design plans and ask any questions they may have, receiving tailored advice and a personalised shopping list in return.
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Other retailers were ready for the switch to e-commerce well in advance of the pandemic. Online home furnishings retailer Terrys Fabrics adapted quickly to the ever-changing environment and because of this, the retailer’s business model has seen the need for only minor tweaks. As soon as the pandemic hit, the retailer stripped back its usual workforce to skeleton warehouse teams, comprising of just six members of staff within teach team. All office workers are working from home which greatly reduces any contact between members of staff, whilst also allowing customers to continue to receive the strong level of customer service that the retailer is well-known for.
And whilst from the outside it would appear business as usual, with customers still having the option to purchase everything from the likes of bedding sets and cushions to roman blinds and readymade curtains, there are many processes in place to protect the retailer’s workforce. The work schedule created has ensured that both warehouse teams are always on separate shifts, so that there is no opportunity for cross contamination. Social distancing is enforced, and the industrial-strength cleaning process has been further increased, with the use of NHS-grade wipes at the end of each shift to clean high touchpoint areas, as well as all trolleys and workstations. The retailer has installed many sanitiser stations throughout the building, as well as providing appropriate PPE for all staff members, in order to put the health and safety of staff at the forefront.
Paul McGuinness, Owner of Terrys Fabrics says, “The safety and wellbeing of our staff and customers is of the upmost importance, and because of this we’ve implemented several processes which allow our teams to feel safe and comfortable within their place of work. We’re continuously in conversation with our customers so that they have the confidence in our team to deliver their orders whilst remaining safe.”
As lockdown continues and many physical stores are forced to close, home furnishings and decorating retailers are almost certainly going to see an increase in demand online. Whilst it seems like some are already making moves, the question begs, which retailers’ e-commerce models are ready to adapt, and which retailers could be left behind?
