KBzine: the original kitchen and bathroom industry e-news - since 2002
30th June 2020
We strongly recommend viewing KBzine full size in your web browser. Click our masthead above to visit our website version.
In-Toto Kitchens invests in market research
In-toto has recently invested heavily in market research with a view to delivering the best franchise package with the biggest opportunities for success.
The company has used market specialist CACI's Acorn product to update its customer profiling and retail location data and gain a deeper understanding of where its target market lives. Retail Footprint has helped it strategically pinpoint the best locations for its studios and ensures franchisees have the opportunity of a flying start to business as soon as they open because they're situated in the right place for their customers.
Knowing who and where your consumers are is crucial for effective targeting and involves intelligent customer analysis and consumer segmentation. Acorn is used to understand consumers' lifestyles, behaviours and attitudes and uses data such as house type, housing tenure, family structure and age. By analysing significant social factors and population behaviour, it provides precise information and in-depth understanding of the different types of people in each area.
"Research is the key to every businesses success," says National Franchise Manager, Jasmine Powdrill, "and we continually invest in the development of our products, our business systems and our market to ensure the business is matched to our consumers' demands."
In-toto has 50 kitchen design studios across the UK and is one of the largest kitchen specialists in the country, distributing high-quality German manufactured kitchens. It provides franchisees with what it believes is an unprecedented package of support and business backing with the security of a national company, all complemented by the sales, marketing and start-up advice of experienced regional management; offering opportunities for ambitious franchisees, regardless of kitchen experience.
"There are 26 million houses in the UK and an average of one million kitchens sold every year - we know where to find them and we can teach franchisees how to reach them," says Jasmine.
19th September 2014