What's Really Good About HomeGoods

What's Really Good About HomeGoods
Tags: Consumer Behavior, Customer Experience, Department Stores, Merchandising, Quotes, Retail - General
April 11, 2010

Do you find yourself regularly going to HomeGoods? Just to see what’s there? You’re not alone; the fans of HomeGoods are numerous and extremely enthusiastic in their loyalty. HG fans are drawn almost magically to their local HomeGoods each week for the “treasure hunt.” As one happy shopper commented on HomeGoods’ website: “When I get bored, I get in my car and drive to HomeGoods to see what treasures I might find.” Without fail, the store’s selection continues to surprise and delight…

What is so good about HomeGoods? Just about everything – including the consumer-friendly prices.

Let’s start with the stores themselves. Each store always has a fresh supply of new and unique merchandise. HomeGoods’ objective is to fill every store with “an ever-changing array of one-of-a-kind, unexpectedly incredible finds from all over the world.” The selection changes almost daily and items may be limited to 1 or 2 in quantity which helps encourage a “buy it now” behavior. I should know – after deciding to “walk away” from a beautiful piece of art from Artisan House, I returned to the same store 5 hours later – and found that someone else had purchased my “treasure!”

The atmosphere at HomeGoods is “sharing” – where else do you find consumers talking to each other and showing off the treasures they have in their shopping cart? Whether it’s holiday gift-shopping or just looking for the perfect lamp for the guest room, the bright and well-organized stores are often a-buzz with the chatter of shoppers expressing glee over a new treasure or asking a fellow shopper for an opinion on a bowl.

Unlike most retailers, HomeGoods’ pleasant and encouraging atmosphere exists both in-store and online. The HG Openhouse blog promotes conversation between HG buyers, regional interior designers, and consumers. As the blog states: “There is no one kind of HomeGoods shopper, and that’s why it’s wonderful to hear from everyone! The HG Openhouse Blog is a place for shoppers to talk to fellow shoppers about their passion for home and get tips on everything and anything from organizing to decorating to gifting and more.” It’s not just the brand/retailer telling consumers what they think...

In addition to promoting new ideas for creative living at extremely reasonable prices, the website’s reader-generated “Customer Finds” highlights the results of happy shoppers. In “Finds,” shoppers post pictures and comments about how they’ve make their most recent HG “treasure” a new highlight in their home. A thrilled shopper recently commented: “I saw this BIG fish made out of screen and started shaking! Happy was an understatement. I first saw it in a boutique in FL but it was way too much money. I saw this and it made my day, not to mention the price was RIGHT!” Can you imagine Macy’s or Bloomingdale’s ever inspiring a shopper to post the following online along with a picture of her purchase? The communal caring-and-sharing in “Customer Finds” is true source of ideas and inspiration.

If you haven’t visited a HomeGoods store recently, I encourage you to put a store visit on your “to do” list this week. Were you inspired to come home with at least 1 “find?” Did you leave the store wondering why “traditional” retailers are still practicing the same old way of merchandising and promoting? Do you see this retail philosophy (similar to Trader Joe’s) to be an even larger trend of the future?