By now you're probably heard the phrase "Web 2.0". What exactly is Web 2.0 and what does it mean for your design center web presence? (and more importantly, your new home sales).
Tim O'Reilly, a web use expert, coined the phrase 2.0 to describe the progression of the web experience toward an interactive, participatory and user generated content experience.
From Wikipedia:
Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity collaboration, and sharing between users.
The following contains some excerpts from the BHI Insight Blog for the New Home Construction Industry.
BHI offers interactive solutions for the New Home / Builder community. I work with BHI on the Envision electronic options management tool. I have found it to be a great fit with the new home consumer's desire for personalizing their new home and getting the information they demand.
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Components of Web 2.0 your new home consumer will seek in their electronic interactions with your design center:
Participatory Web and User Contributions Applications
These are centered around user interactions and get better the more they are used:
Some Examples:
Wikipedia
Ratings and Reviews (Amazon.com, EBAY buyer and seller star ratings)
YouTube
eBay Marketplace
Flickr Photo Sharing
Users defining how data is categorized:
Some Examples:
"Tagging" of blogs
"Flagging" content
Social Objects
The ability for users to share something about themselves with other users.
Some Examples:
My Space
Linked In
Flickr
"My Favorites "
"Here’s what I’m doing right now"
Blogging and RSS/Feeding Tools
Blogs:
Blogs are a fast and easy way to publish highly specific and targeted content that is shared and referenced by other bloggers via links.
The high rate of publishing and linking from blogs gives them a disproportionate influence in shaping search results.
Blogging creates chatter and communities.
RSS/Feeders:
The Live Web with RSS: Users are notified in real time, via a push, that information they’re interested in has been updated. It is no longer necessary to surf websites for content.
Rich User Experiences:
Rich User Experiences Techniques enable highly interactive experiences that allow the user to control and “play” with the website.
Hearth and Home has created "Hearth by Design", which allows consumers to configure and create their own dream fireplaces, including personalizing their decor styles, creating their personal stone and mantel combination, or customizing based on fuel type or other need. Thus far, consumers, hearth dealers, and builders (especially those with a semi-custom and custom consumer) are giving this rave reviews. Try it out here: Hearth by Design
Other examples:
Maps
Google Earth
Drag and Drop in web mail
Photo manipulation in Flickr
Krisann ala "Simpsons"
(Oh yes, and for the ultimate in personalization and Springfield interactive fun, and you may want to create yourself as a Simpson's avatar, as I did, left)
All of the above is food for thought... What is the consumer expecting in their web interactions with you as a builder, and as a design center? Exceeding the interactive, participatory and personalization expectations of your consumer through Web 2.0 will increase consumer satisfaction in their home and the purchase process, guarantee consumer loyalty (and drive referral sales). Contact me for support and suggestions in exceeding your consumer's expectations.
(Oh yes, and for the ultimate in personalization and Springfield interactive fun, and you may want to create yourself as a Simpson's avatar, as I did, left)
All of the above is food for thought... What is the consumer expecting in their web interactions with you as a builder, and as a design center? Exceeding the interactive, participatory and personalization expectations of your consumer through Web 2.0 will increase consumer satisfaction in their home and the purchase process, guarantee consumer loyalty (and drive referral sales). Contact me for support and suggestions in exceeding your consumer's expectations.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor trends.
Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heatilator, Heat & Glo and Quadra-Fire Hearth Systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537
Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heatilator, Heat & Glo and Quadra-Fire Hearth Systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537
