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Houzz extends reach into retail sector with new in-app opportunities

ChannelAdvisor’s support of the Houzz Pay-Per-Click (PPC) advertising program through its social-commerce suite means that retailers will have product pages visible on the site and on Houzz’s mobile application.

“While the PPC Advertising Program is not supported by the mobile Houzz site or the Houzz mobile application at this time, all of the products that are included in the program get product pages on Houzz and end up as organic content on both the site and in the mobile app,” said Matt Jones, ChannelAdvisor digital marketing product manager.

Mobile only
ChannelAdvisor’s technology allows retailers to easily advertise on feed-based destinations like Houzz’s PPC Program. ChannelAdvisor, a provider of cloud-based ecommerce software solutions and publisher of widely followed e-commerce sales data, also supports social platforms such as Pinterest, Polyvore and Wanelo.

Social shopping aggregators such as Houzz all boast a large mobile-only customer base, meaning customers who learned about the brand through a smartphone or tablet, live the brand on mobile and do not really shop on desktop.

The trend toward social commerce is expected to big for the upcoming holiday season and since this is a heavy shopping period, more consumers could discover that they can get all that they need from a shopping perspective via mobile.

Social commerce will give a boost to mobile-only shopping because the process happens more fluidly within a stream of content on a mobile device.

As a result, social commerce is able to take advantage of how consumers are currently using their mobile devices, which is to share content they like.

Houzz is redefining remodeling by encouraging consumers and remodeling professionals to work together via social and mobile.

The Houzz site and mobile apps include more than 250,000 interior and exterior photos, thousands of articles on design, product recommendations and a global directory of residential remodeling and design professionals.

Houzz’s special strength is its ability to connect consumers with hundreds of thousands of designers, builders, architects and their products and services.

Houzz lets users upload ideas and photos of projects as they chat with others interested in home design and remodeling.

Generating leads
It also gives professionals a platform to promote their business, showcase their work and generate leads.

Geared toward homeowners and professionals who are looking to take on a building or remodeling project, Houzz allows consumers to post reviews/testimonials on company profile pages.

The Houzz PPC program is attracting retailer interest, though Mr. Jones didn’t provide numbers or names.

“We have several customers advertising on the Houzz PPC Program,” Mr. Jones said. “Many retailers in the home improvement and design vertical have expressed interest in taking advantage of the opportunities provided by this program.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York.