How retailers can tap into the growing demand for home protection and security
UK consumers are increasingly looking for solutions to help improve their home security and property protection, meaning demand in these industries is booming.
This presents opportunities for home security retailers, smart technology specialists and home brands to provide the best products to help improve safety and security for UK shoppers.
Growing concerns about safety and security, as well as increased availability and innovation in smart home tech and home security systems mean consumers are making higher investments into products that provide more protection for their home.
Understanding the consumer motivations behind the growing demand can help retailers tap into this interest, help shoppers find the right security solutions for their needs, and instil confidence in your products and the benefits they offer to homeowners in the UK.
What is driving the growing demand for home protection and security?
Never Miss a Retail Update!There are a range of factors contributing to the growing demand in consumers seeking out new home security ideas and systems, from technology advancements to concerns around crime rates.
When it comes to consumer motivations, a survey conducted by Ring and the Centre for Economics and Business Research found that around 40% of home security purchasers wanted to ‘feel safer when at home’.
This comes as no surprise with nationwide increased crime rates, and the noticeable rise in burglaries across the UK, potentially influenced by on-going cost of living rises and poverty rates.
Another driving force behind this increased demand can be attributed to innovations in smart home security and competitive pricing. This allows more households to afford home protection products.
By understanding consumer needs, retailers can develop business strategies that address customer concerns around security and promote products that provide reassurance about home protection.
Promoting products that improve physical home security
A key area that consumers are turning their attention to when it comes to home protection is improving the physical security of their homes. This can mean upgrading and reinforcing entry points as well as increasing the security and visibility of their home from the outside.
Increasing consumer comfort in their home by providing products that improve the physical security of their home, offer privacy, deter burglars and increase the security of their property.
Retailers can tap into this demand for increased security in the home and garden by adhering to accredited guidance and offering privacy-enhancing products that balance functionality with sleek design.
This can be achieved by promoting products that strengthen vulnerable entry points, such as windows and doors. To improve home security, Secured by Design is an official police security initiative aiming to provide guidance on how to increase security for buildings. Features like electric garage doors, windows, doors and bicycle storage can receive accreditation from Secured by Design to ensure that they are designed with safety in mind.
Retailers can seek out home security items that have this, or similar, accreditation to instil trust from consumers and provide the best options when it comes to home protection.
Pairing secure windows with privacy films is a great way for consumers to improve safety and privacy of their property. So, retailers should consider providing this as an add-on product when selling windows or doors.
Increasing privacy in the home can also extend to gardens and outdoor areas of the home. For outdoor and garden retailers, this provides an opportunity to champion products that encourage privacy for the home.
Retailer B&Q have encouraged the use of wooden trellis in gardens as a way to increase privacy by reducing visibility into outdoor spaces, deterring burglars and hindering unwanted access to properties.
Integrated smart tech home security systems
Consumers often elevate the physical security of homes, by pairing these upgrades with robust smart home security systems. Smart security systems for the home are increasing in demand, as a way to monitor access, deter vandalism to properties and feel more safe in the home. Smart home tech includes doorbell cameras, motion sensors, automatic door locks, alarms and full home security system.
Consumers are now looking at how smart home security systems can be integrated and controlled centrally to increase convenience without compromising on security. Integrated smart home protection systems provide users with real-time remote monitoring from an app or central hub that can be accessed via smart phones, tablets or any device with internet access. This increases peace of mind for consumers on the security of their property wherever they are.
Therefore, retailers should be prioritising sourcing and stocking home security ranges that can be integrated with each other, to give consumers comprehensive control and confidence in their home protection products, while also providing upsell opportunities for retailers.
Working with product manufacturers to fully understand how products integrate and providing training to those who will be selling the products and systems can greatly benefit your sales and customer experience.
Taking time to educate customers on integration interfaces that control smart home tech, such as apps, will give consumers the ability to confidently use their products and could decrease future customer service requests from buyers who are having trouble accessing or using these platforms.
Provide reassurance around AI and cyber security
Although the adoption of AI-powered home tech and security systems is increasing, this comes alongside apprehensions and concerns from consumers around cyber security and safety.
Though AI has increased convenience, buyers are concerned about data protection and surveillance. Providing reassurance to shoppers about the security features of products and giving general guidance on how to keep your data safe will instil trust in products and services.
John Lewis has paved the way in offering specialist advice to families on internet safety, so there is a good opportunity for retailers to upskill employees or partner with experts to provide advice to consumers around AI and smart home tech security, to share home security best practice and advice at point of sale and in on-going customer communications.
Avoid using fear-mongering in marketing or sales techniques, as this may increase the customer’s uncertainty and anxiety. Instead aim to be compassionate to consumer concerns, and position your businesses as one that can give reassurance and experts in home protection, with a range of products that can help them feel safer in their homes.
Encouraging consumers to improve their privacy practices online and in their homes can help increase customer trust and retailer authority in the home security space.
Final Thoughts
Retailers looking to harness the increased demand in consumers for home protection products and security systems must look at finding solutions that address and aim to solve the problems customers are facing.
Consumers seeking to invest in smart home tech with added security measures are more likely to be looking for the newest innovations and cutting-edge devices, so ensure your product offering remains competitive by stocking the latest versions of products on the market.
To appeal to those concerned with increasing the physical safety of their home, highlighting the security credentials of products can help to increase consumer trust and confidence.
Overall, the home security market is set to continue to rise, so retailers should stay engaged with emerging smart home technology developments and home protection trends to ensure that they can provide customers with not only the best products but also advice and guidance to increase authority and trust in your brand.
