These days, retailers are nervous and with good reason. The COVID-19 pandemic caused consumer behavior and technology to leap forward. Many retailers are struggling, while the Amazons and Instacarts of the world have charged ahead. The Amazon effect is rippling through our economy at lightning speed. It’s changing technology, raising expectations and turning retail inside out. After the upheaval of…

For those of us in retail, the advent of shopper data is one of the most valuable developments of the digital age. Thanks to cookies, IP addresses, subscriptions and social media, we now know more about consumer behavior and patterns than any other time in history. Although most retail platforms haven’t developed fully personalized shopping experiences for the individual, we…

In today’s omnichannel retail landscape, the influence of ecommerce is rising, and the home improvement industry is no exception. As consumers take to the internet to do more of their shopping, browsing, comparing and purchasing, there’s a growing disparity between products that show up well and those that don’t. We’re talking, of course, about retailer product pages. While they may…

If you’ve read any of our articles on ecommerce, you know that we’re adamant about the role of photography in the online shopping experience. High-quality imagery provides consumers with a pre-purchase experience. When that experience is positive, it can lead to sales, good reviews and even loyal fans. Photography and video combined are what we refer to as digital assets….

If you’ve been around Porchlight for any period of time, you’ve heard the phrase, “In retail, every product has to be sold twice.” Even though most products are designed for consumers, we know all too well that retail is a B2B2C world. Before a product ever reaches a shelf, it’s been purchased by a retail merchant. For this reason, merchants…

From time to time, we all need a change. The same is true for brands. If you’re plugged into the world of branding, it may seem like there’s more rebranding happening on any given day than there is branding. Thankfully, that’s not the case. While it’s true that certain industries refresh their brands more often than others, it’s not routine…

A Simple Framework for Home Improvement Brands In the modern home improvement landscape, strategic adaptability is the name of the game. Brands are quickly learning to pivot in response to evolving consumer behaviors, which are pointing in favor of a hybrid shopping experience and one that blends retail and ecommerce in ever-changing proportions. Smart brands have embraced this omnichannel evolution,…

How long has it been since your last online purchase? If you’re like most people, the answer ranges from minutes to hours. If you have a smartphone, you know that any moment can be a consumer moment. If you have any digital subscriptions, you might be buying something right now. These days, you can buy things anytime, anywhere, with a…

There are a handful of milestones in life that are especially memorable, and an 18th birthday is surely one of those occasions. After all, it’s not every day one reaches an age worthy of official independence. This month marks Porchlight’s 18th year in business, and we’ve come a long way since founder and Principal Greg Corey set up shop in…

Picture walking into a big-box retailer in search of a product. Easy enough, eh? Well, let’s keep going. This particular trip has you seeking a non-routine product. So, you’re heading to the shelf in search of some information and clarity. Maybe you are a novice in the category, and you need a lot of answers. Maybe you’re familiar with the…