There's no place like home. Strategy Director, Lisa Desforges on the big opportunity for brands to add value within our four walls.27/05/20
Over the past few weeks of lockdown, our homes have taken on a new significance. As restrictions start to ease, we’re asking which of the following ‘house-bound behaviours’ will stick in the emerging normal, and how can brands maximise their delight and engagement within the home?
From delivery services to digital drinking dens, brands have been necessarily resourceful in the face of Covid-19, quickly responding to the demands of consumers whose lifestyles changed overnight. But what’s becoming increasingly clear is that those lifestyles won’t change back so fast. Even as lockdown lifts, home looks set to stay the focus of work and social life for many people. So, what can brands learn from two months of staying in, and how can brand design help maximise brand experience within our four walls?
For consumers unwilling to compromise, lockdown was all about bringing the outside in – replicating a social brand experience within the confines of the home. Driven by brands who lost significant revenue from the closure of pubs and restaurants, this trend is characterised by the addition of experiential elements to a product purchase, whether it’s the pub quiz and beer glass included in Signature Brew’s Pub in a Box, or the live DJ Sessions offered by Dalston’s every Saturday.
With drinking and dining continuing to be key occasions for at-home fun, there’s a clear opportunity for FMCG brands to capitalise on their new role as entertainment providers, rethinking both supermarket and direct-to-consumer packaging to add value to the product experience.
For Instagram-loving isolators, lockdown has been an opportunity to reappraise the aesthetic of their home, creating a beautiful cocoon of comfort, safety and style. An increased awareness of hygiene, coupled with more time spent at home, has seen the market for luxury hand soap more than double since the start of the outbreak with online retailers quickly running out of supplies of prestige hand wash and sanitisers.
As household cleaning products take on greater significance in our lives, there’s a distinct opportunity for even the most everyday products to rethink their role as objects of desire in a beautiful home.
From jigsaws to art clubs, lockdown has catalysed a hobby renaissance as we seek to find creative and therapeutic ways to cope with isolation. And for consumers missing their beautifully crafted coffees or artisanally-baked loaves, it has been an opportunity to learn those skills for themselves. While sales of home baking supplies, coffee grinders and espresso machines are rocketing, delivery services such as London’s Liquorette can bring cocktail ingredients to your door for you to mix and serve yourself. As consumers uncover these new capabilities, how can brands build on the popular meal kit template to continue to help us help ourselves?
The role of design has never been more important when it comes to adding value by elevating your brands experience in the home. From modular delivery packaging with multiple uses, design that takes pride on your home shelf, to the facilitating of creativity and social occasions, there is a great opportunity to create emotional connection and loyalty. And for brands that have a clear understanding of their positioning and values, taking advantage of these opportunities will be all the more effective.
Lisa Desforges is Strategy Director at B&B studio