Case study: e&s won the home renovation journey before customers are ready to buy

By Dino Bruni
Most retail organisations put their marketing focus where it’s easiest to measure: converting shoppers who have already decided they want to purchase. 
But home renovation is rarely an impulse decision. It’s a long, emotional, research-heavy journey full of uncertainties, comparisons, cost questions and ‘what if’ moments. By the time customers step into a showroom, the category has already shaped their expectations, and they’ve already formed view