KBzine: the original kitchen and bathroom industry e-news - since 2002
16th March 2018
Massive marketing programme "Will bring business to retailers" says Roger Cooper
Why are consumers staying away from bathroom showrooms in favour of the Internet, the chains and DIY multiples? According to Roger Cooper, director at UK Bathroom Brands, one of the main reasons is that the big names are not doing enough to drive customers into showrooms.
Speaking at an event held at the new Crosswater showroom on Wednesday, he said that today's consumer is far more discerning and draws on information that is readily available from many different sources.
"Experience tells us that about one third of customers are looking for single product replacement, one third for a limited update and the other third for a full scale remodel. The good news is that the replacement cycle is getting shorter - now thought to be about 10 years - perhaps Avocado, Romany and the rest did the industry a favour!"
Research is done on the internet by over 50% of purchasers whilst 70% will visit a DIY store, but only 20% will visit a bathroom retailer.
"Despite the general decline in the industry due to the recession and the fall in property values, consumers still want to update their bathroom but not enough of them visit a specialist bathroom retailer," said Roger (pictured, left). "Forceful, high profile media campaigns by DIY chains including Wickes and B&Q and national chains such as Bathstore and Victoria Plumb are having a positive effect on educating the market and creating aspiration with the consumer.
"But, these consumers do not think about visiting their local specialist - possibly believing them to be a more expensive alternative. The pressure to sell has led to many quality brands making products available to DIY chains - and this does not help the showrooms either.
"Top proprietary brands are lost amongst the DIY own brands. Whilst seemingly giving low prices and apparent value, the Internet promotes unbranded items with little or no service back up. Similarly, branded products are offered on a see it there, buy it here line which damages the showrooms.
"What is required to help showrooms is for a manufacturer to provide an arsenal of high quality branded products supported though meaningful consumer promotion. Creating a high-impact national campaign in partnership with regional independent showrooms is a far superior proposition than the sheds and national bathroom chains currently offer."
UK Bathroom Brands is set change the situation by bringing together its wide portfolio of quality branded products to create an impressive showroom offer with a national sale that will run throughout October and is targeted to reach a massive six million home-owner occupiers.
The Bathroom Sale has a spend of over £1million and is complemented by an impressive package of showroom support. Exclusively for participating stockists; for example a comprehensive, high quality and multiple-page catalogue has been designed and printed specially for The Bathroom Sale. In addition, a dedicated The Bathroom Sale website will include each participating retailer and will include stunning room set photography and consumer access by postcode. Each retailer will have a comprehensive listing including photography of showroom displays.
There will be very competitive sale prices on all products from brands in the group including Burlington, Crosswater, Britton, Simpsons, Clearwater, Bauhaus, Cleargreen, Adora, Aquacabinets and Zamori.
"Consumers will be able to buy the products they want, at the prices they want with the personal, expert advice and service back up that is only available through specialist showrooms," said Roger. "The marketing campaign is designed to grab consumer attention and drive them into specialist boutiques. Couple this with the incomparable service and support offered by showrooms and The Bathroom Sale will be an unbeatable, unprecedented proposition."
Bathroom retailers interested in registering for The Bathroom Sale are invited to email: firstname.lastname@example.org to arrange a visit.
17th May 2013