Homebase eyes ecommerce boost with online makeover

Homebase has unveiled the first fruits of its digital transformation with a revamped online presence, designed to boost online customer experience as part of a ten year, multi-million pound partnership with The Hut Group signed last year.

New features of the improved website include a new “before and after” makeovers to provide inspiration and “shop the look” content so customers can buy everything they need to recreate the latest trends in their homes.

It also offers a wider range of ways to pay, such as PayPal, Apple Pay, Google Pay and Zip.

Created in partnership with The Hut Group’s ecommerce division THG Ingenuity, the site is also designed to offer a more personalised shopping experience with customer accounts to allow consumers to manage orders and create wish lists.

The retailer said online investment was being matched instore with new “get the look” and “shop within a shop” sections and more choice across home and soft furnishings.

Homebase chief executive Damian McGloughlin said: “We know that many people get their initial ideas for home and garden updates or transformation projects online, which has a huge impact on how they then want to shop.

“I’m really excited and proud to launch our new website that will make it even easier to be inspired and will be supported by our stores which will show products in whole room sets to help customers envisage how the look could fit in their own home.”

In March last year, Homebase beefed up its data strategy by appointing Havas Media to handle its media planning and buying business. Within weeks, it had hired Atomic London to run its advertising account and soon launched its first major marketing campaign as the coronavirus pandemic struck.

Last week, Homebase entered a new partnership with Escape to the Chateau couple Dick and Angel Strawbridge, which the retailer pledged “will inspire customers with creative ideas to fix, improve or transform their homes and their gardens”.