Seasonal Strategy: Timing is Everything in Retail

      /  7 Minute Read

    Seasonality is a term we use to describe the routine peaks and valleys in annual retail sales and traffic. Seasonality originated in the grocery industry where variety was tied to seasons, and timely promotion was a competitive advantage. Then, as global markets delivered year-round abundance, growing cycles became irrelevant, and retailers had to find new ways to promote variety and…

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    What a Recession Means for Home Improvement Brands

      /  4 Minute Read

    The possibility of a recession has been haunting the market since earlier this year when gas and housing prices began to rise, along with inflation. Although these factors have decreased in recent weeks, consumers and retailers alike have every reason to be wary. So what could a possible recession mean for the home improvement market and its retailers? Is the…

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    Free eBook! 3D Renderings: The Secret Ingredient to Successful Merchandising Strategy

      /  1 Minute Read

    If you’ve ever led the merchandising of a retail product, you know how hard it can be. There are a wide range of moving parts, uncontrollable environments and multiple stakeholders with sometimes conflicting agendas. It’s one thing to get through it without mistakes. It’s another to come out the other end feeling victorious. If this sounds familiar, we’ve got a…

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    B2B/B2C Fluency – Why it’s Critical for Home Improvement Retail

      /  5 Minute Read

    The retail industry is a two-headed beast. One head speaks the language of business, the other speaks the language of consumers. Getting products through this complex creature requires speaking both languages without missing a beat. That’s what we call B2B/B2C fluency, and it’s an essential skill for getting in and succeeding in retail. Because every product in retail has to be…

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    Are You Missing Out on the Home Improvement Retail Media Explosion?

      /  7 Minute Read

    It seems like we just can’t stop talking about the pandemic and its effect on commerce. In the retail universe, it’s a bit like the big bang, complete with cascading ripple effects, like the massive shift to eCommerce that gave certain retailers a massive advantage. Sure enough, retailers are leveraging their massive online traffic to attract advertising revenue. It’s called…

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    3 Types of Off-Shelf Merchandising and How to Use Them in Home Improvement

      /  6 Minute Read

    If you’ve walked through any big-box retailer in the last decade, you’ve probably noticed that more and more product is not on the shelf. Point-of-purchase (POP) displays are especially ubiquitous in home improvement stores where the aisles are wide and seem to invite retail merchandising. Shoppers may have mixed reviews about sharing aisle space with retail merchandising, but there are…

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    Our Guide to the Top 10 Digital Marketing Channels for Home Improvement Retail

      /  7 Minute Read

    A lot of clients come to Porchlight looking for help with digital marketing for their home improvement brand or product. And a big chunk of those clients have tight budgets. So, there comes a point – early in the relationship – where we have to prioritize. We have to eliminate some digital marketing channels in favor of others that are…

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    Are You Ready for Omnichannel Marketing? Here’s How to Find Out.

      /  1 Minute Read

    Everyone is talking about omnichannel marketing, which may have you wondering, “Are we ready for omnichannel marketing?” Omnichannel is certainly the new buzzword in retail marketing, and there are plenty of brands for whom it makes a lot of sense. But there are equally, if not more, brands for whom multichannel strategies are a better fit. This is especially true…

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    The Ultimate Balancing Act: From Budget to Media & Creative

      /  7 Minute Read

    We’re talking about money again. The more clients we speak to, the more we understand the increasing demands being placed on tight budgets. It’s a real challenge to develop a budget that is comprehensive and delivers ROI. And agencies can add to the complexity because we all take a slightly different approach to pricing. While we can’t fix agency pricing across…

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    How to Budget to Work with an Agency

      /  6 Minute Read

    In the creative services industry, price can be a taboo subject. No one wants to talk about pricing and with good reason. First of all, value is subjective because the thing being sold is intangible. Second, there is the awkward idea of profit. Agencies are in business to make a profit after all. And no one likes the idea of…

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