Homeware retailers are experiencing a performance divide as discovery changes the purchase journey, according to MediaVision’s latest homeware report. Shoppers now browse multiple channels before making a purchase – and retailers who do not follow suit, positioning themselves and their products at these touchpoints, risk sales decline.
MediaVision used its Metis search-intelligence technology to analyse real-time behaviour over the past quarter. Brands with consistent visibility across social, search, and content channels are outperforming those relying on isolated campaigns or single-channel investment, who are struggling to convert interest into sales.
How the results vary
Share of Brand Search (SoBS), which MediaVision identifies as a key indicator of future market share, increased significantly for several major retailers. Argos grew its SoBS by 1.26 percentage points, Home Bargains by 1.13, and B&Q by 1.03. However, results varied considerably.
Despite leading the category with a 15.45% share of brand search, Argos did not see this attention translate into peak‑period sales. “Argos’s scale appears to be driven less by pure brand loyalty and more by a surge in value‑seeking behaviour,” said digital PR specialist Annabelle Sacher. She added that even with brand campaigns, product PR, influencer activity and value‑led offers, “the brand saw a decline in peak sales, highlighting just how intense online competition is.”
Home Bargains and B&Q, however, converted increased search interest into stronger commercial momentum. Home Bargains held 4.92% of brand search, while B&Q reached 7.29%. Both supported their value positioning with consistent content strategies. “B&Q excelled by weaving compelling storytelling into its DIY social content and boosting its presence on Pinterest, while Home Bargains has nailed its effective use of YouTube and user-generated content,” said content expert Jacky Lovato.
MediaVision’s analysis highlights a broader trend: short-term promotional spikes can increase brand search, but sustained, multi-channel visibility is necessary for lasting performance gains and stronger brand preference.
Adam Bly, growth director at MediaVision, added: “The critical question for any commercial team is whether this rise translates into revenue… If demand is there but your revenue figures don’t show it, you are losing out to competitors.”
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