Homebase had a torrid few years, being rescued by Australian giant Wesfarmers who paid £340m for the chain and then sold for £1 in a management buyout backed by Hilco. With around 250 stores at the time, today Homebase as 168 stores and are focused on a digital transformation.
As we came out of COVID lockdown, in 2021 Homebase launched a revamped website, built by THG Ingenuity. They aimed to bring inspirational selling to the forefront, placing content at the heart of the customer journey, creating a customer-first, digitally enabled Homebase store.
Following the successful website launch, THG Ingenuity and Homebase will continue working together in a 10 year partnership to optimise Homebase’s customer experience on-site and continue delivering new and exciting features and content. The partnership will also focus on omnichannel optimisation and innovation, with projects including omnichannel fulfilment, EPOS and cross-channel gifting and visual merchandising experiences.
Now in a new venture, Homebase have launched on eBay, opening their eBay account on the 10th of May and getting their first sale 10 days later on the 20th. They’ve now ramped up to have almost 600 listings in bedding, soft furnishing, wall clocks, dried flowers and picture frame categories.
The company will benefit from banner ad advertising on the eBay home page to mark their official launch on the platform with all products badged as ‘Direct from Homebase, Item sold directly by the brand’. As you would expect from a high profile retailer, the ‘Seller Information’ (normally: User ID; Feedback score; Feedback percentage) has been replaced with the Homebase logo.
With just 20 feedback (including the badges of honour – 1 neg and 1 neutral), it’s early days for Homebase on eBay. Having left 152 feedbacks for buyers at the time of writing, it will take some time to properly gauge their sales velocity.
With eBay banners now publicising their launch we would expect to see significant volumes driven but the real test will be how they can perform over the coming fourth quarter and Christmas period. With constrained consumer spending and more than ever forced into fuel poverty by soaring energy prices, it’s going to be a bumpy ride for everyone.