RESIDENTIAL RETAILING: HOW BATCH IS BRINGING SHOPPING HOME
We recently predicted three retail trends for 2020 and two of them were making shopping local and personal. You can’t get more personal than at home, which is why we’re so into residential retailing. Batch creates pop-up shopping experiences at for sale-residences which make them more appealing to buyers and allows them to buy the furniture, fixtures and décor along the way. In this interview CEO Lindsay Mayer talks about the ways Batch is bringing shopping home.
What are some of the benefits of creating a real home environment in a residence that's for sale?
Lindsay Mayer: As a business, it’s been a welcome advantage that these for-sale residences have the natural foot traffic of prospective purchasers. We also benefit from the FOMO that is built into the buying process. Especially in a city like San Francisco, homes sell quickly. This "pop up" perspective is useful in creating demand for our shoppable installs.
How often do people end up buying furniture or decor even then they don't buy home when they visit a Batch space?
Batch leaves price lists and product guides on-site for interested parties to peruse. Our business cards are usually available or the agent on-site can connect interested parties with us. We're increasing our presence at Open House events, too. When we're on-site we can send you an invoice on the spot or swipe your credit card with our mobile device. Isn't it cool that running to the store for a last-minute gift might soon be as simple as running next door to grab that locally-made sublimely-scented candle?
Aside from staging homes, you also help bring attention and interest to units in other ways. Can you tell me more about that?
One of the advantages of beginning as a retail showroom is that we developed a customer base of several thousand people in the San Francisco Bay Area. We have a deep email list and a sizeable follower base on Instagram. Through these channels we can actively help co-market these listings, bringing additional foot-traffic and buzz to these homes. Our photography is gorgeous and we help with SEO by featuring a landing page for each project on our website.
What are some of the most memorable residential retail experiences you've created?
We love what happens when a first-time homebuyer is able to use us as a "hack" for getting a beautiful "dream home" by purchasing a significant sampling of the items we've placed in situ. Often this person is a busy professional with a desire to have a well-appointed space, but lacking the time to research, purchase, coordinate the delivery and installation, and poorly equipped to create a properly scaled product mix. When you can literally go shopping in your new home from of-the-moment brands and products, we're helping you avoid meltdowns at Restoration Hardware a month from now when you and your partner can't come to an agreement on upholstery or seat depth. We're also saving you the cost of needing to hire an interior designer!