Once upon a time, in the bustling world of homeware retail, countless customers were wandering through stores and scrolling online—searching for the perfect rug, that cosy sofa, or a gleaming set of kitchen pans. But retailers faced a challenge: among all these shoppers, who were the real buyers—the ones ready to commit to more than a casual browse?
Meet homemovers.
Moving homes acts as a trigger for buying behaviour of retail products and services from beds, sofas and kitchens to tech and electrical equipment, DIY and garden goods. Using comprehensive purchase intent signals, rich insights into homemover demographics, and property data, we provide unrivalled insights into homemovers’ shopping habits.
With the UK homeware market projected to grow to £21.5 billion by 2030, the competition is fiercer than ever. Understanding purchasing behaviours during key life events, like moving homes, is crucial.
The case for smart segmentation
Mark Ritson advocates for segmentation that is both meaningful (based on significant behavioural or attitudinal differences) and actionable (practical to target). He emphasises that behavioural factors better capture what consumers want and how they behave.
When market segmentation is done well – with the right data and skill – it can and does reveal very different customer segments who want different things, and who see the world and your brand in different ways.
This is why homemovers are such a valuable segment to consider.
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The predictability of a homemover spending is 3 times higher than a non-mover.
Our Homemover Wave method helps clients determine why, when, and how to communicate with homemovers for maximum impact. For instance, we might discover that homemovers represent a remarkable 50% of a retailer’s purchases and are six times more valuable than other audiences, so, they need to engage them about two months before they make their move!
Using the UK’s most detailed homemover data, we will ensure you target the right people with the right message, at the right time.
The timing of homemover peak spending is shaped by two key factors: how urgently the item is needed, and how much it costs. Essential goods tend to be bought sooner, while higher-value purchases often come with a delay, as homemovers take more time before committing to those bigger-ticket items such as kitchens, bathrooms and cars.
By aligning promotions and messaging with key purchasing windows, such as prioritising broadband and furniture advertisements pre- and post-move and shifting focus to higher-value items and soft furnishings in the following weeks and months, brands can ensure they capture buyers at the right moment.
£21:1
By tracking 99% of all residential property moves, we give brands complete access to this important audience.
The likelihood of a sale or conversion is significantly greater when you target homeowners and people in the home-moving process at the right time.
Created in partnership with Ad Messenger, our mobile display adverts provide an uplift in engagement over traditional display ad performance.
Our capability also extends to enabling social media advertising within Facebook and Instagram.
Bespoke postcards, brochures or letters dispatched directly to homemovers in your area. Beating the average cost for a direct mailer.
Fully trackable campaigns, including audience segmentation, tailored messaging and reporting.
The availability of our data for display advertising provides another opportunity for effective engagement.
If you wish to make your television advertising work harder, we also partner with Sky through their AdSmart platform to enable precision targeting.
The case for direct mail
Marketing campaigns that include DM are 52% more likely to report ROI benefits. An average retail ROI from our DM campaigns for retail clients is over £25:1.
Direct Mail breaks through the noise where digital media can’t. Well, at least that’s what Rory Shuterland says.
Download our free Mail Guide for Retailers to see how it works.
We work with some of the UK’s best-known retail brands and media agencies, using our homemover data to increase their profits. Join them today to see how it can work for you!
Lucian Cook
Head of UK Residential Research, Savills
Alex Bannister
Independent Economist
Matthew Froome
Head of Marketing, ATS Euromaster
At TwentyCi, we don’t just provide data—we deliver the most accurate, actionable, and comprehensive residential property insights to key UK authoritative opinion makers and media sources.
