E-commerce in the housing industry

HannahClara Vilsek, Avy's e-commerce expert comes from Amazon and here shares knowledge and experience about Avy's service platform and what embedded e-commerce does to the experience of app users.

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You are talking about embedded e-commerce on Avy-Tmpl, what does this really mean?

Avy-Tmpl offers comprehensive smart processes for improved service from the residents' perspective. In our app, residents can manage all the basic functionality such as rent payment, bug reports, information flows and reservations for their homes, but also take advantage of hand-picked services and products, carefully selected to improve the entire accommodation experience. The accommodation app is part of our offer, which together with our integration and service platform and customer insights make up the whole. And this is where embedded e-commerce comes into play — where we can seamlessly offer residents curated and quality-assured services connected to the home directly via the accommodation app, without having to lock users into external partners' interfaces.

“We offer residents quality-assured services with the best user experience one can get digitally”

How does Avy-Tmpl's service platform create value for residents?

The range of services and products we develop aims to cover all the needs that you have from moving in to moving out. Through our large volume of end users, we have the opportunity, together with partners, to offer better contracts for end customers than what is available on the market, but also the best user experience one can get digitally. For example, we have developed a moving in service where residents can prepare for their move in the easiest way. Among other things, it is possible to register for an electricity contract in two clicks, which otherwise requires you to check your plant ID and contact the previous electricity supplier to cancel the contract and then call a new supplier to connect to a new one. In addition, we can offer a price guarantee for this. It is one of several good examples of how we work with our partners to improve processes so that the accommodation experience is smoother, safer and more modern.

And what is the value for the housing and management companies?

Our platform enables housing and management companies to offer their customers a completely new type of service that they have long wanted, but have not been able to offer smoothly. It is becoming increasingly important for all serious actors in the housing industry to create quality of life and well-being in homes, in addition to the original offer of the housing itself. Then there is the introduction of increased service as we know residents need a way to grow their business and generate new revenue. We work extensively with data to understand what residents want, and need — and how this varies with geography and type of accommodation. For a property owner with good customer knowledge and relationship with their customers, where residents have confidence in their property owner as a supplier, for example, our moving services convert as much as up to 58%. And then administration costs are greatly reduced with smooth digital management.

“It is becoming increasingly important for all serious actors in the housing industry to create quality of life and well-being in homes”

How important is it to have the right partners and how do you choose them?

It is extremely important. Accommodation has the need and willingness to pay to avoid dealing with a lot of administration that has to do with the accommodation and wants to avoid spending time researching and evaluating a lot of different suppliers. Therefore, the highest quality and close relationships with all the suppliers we work with are what bring success. We choose partners with a good reputation and who are at the forefront of innovation and can offer something extra within their category.

What are your main take aways to any property owners and managers who are thinking about this?

It is the totality of the accommodation app's service that results in a high level of user engagement. Basic functionality such as a payment solution or laundry booking that solves problems for residents' everyday lives plus relevant, high-quality services — it is this combination that ultimately drives traffic and value for the end customer. So I'd like to strike a punch for data again. It is through understanding and customer knowledge that relevant offers can be developed. We work a lot with customer insights that allow us to reach the right accommodation with the right service in the right context to provide a valuable service without being perceived as advertising. Avy's platform gives residents increased confidence in their property owners and this is precisely what makes residents choose to consume services such as home insurance or security insurance through the accommodation app.The use and conversion of our services is increasing every month and I see Avy-Tmpl as the new channel for everything related to accommodation — a comprehensive service for residents that has not previously been on the market. All of this is available to housing companies and trustees without any hand-wringing whatsoever. Our service is attractive for residents and, not least, I think the proof of this is that 90% of all tenants with access to Avy download our accommodation app when moving in. It feels so incredibly fun to be part of the journey that increases customer focus and puts business development in the spotlight for the entire housing industry.