Bathe And Beyond | BATHROOM RETAILER PROFILE


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1. A compact and modern display 2. The Starck Organic Axor mixer bath tap 3. Modern and monochrome – from


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Villeroy & Boch 4. This bay features multiple brands, including a Merlyn enclosure and vanity unit by Villeroy & Boch


relaxed, chatty, and helpful, but exert no pressure to buy, says Payne. The salespeople and designers are on hand to offer advice and help, but they don’t follow the customer around or offer a discount for ordering that day. “We deal with budget last, as that puts people under pressure. We need to establish what people are after in terms of style and then get into the financial conversation,” says Payne. So it is, style first, money second.


Both Payne and showroom manager Giovanni


Valenza are aware that customers are not experts. Valenza says that people come in with a budget in their heads that makes no sense – claiming that they want to spend X on a tap and Y on a bath, but they have no idea what that means. Payne explains that their customers also don’t understand why one tap costs £50 and the other costs £200, so the designers have to use their expert knowledge to explain this. It is down to the staff to guide them and make the budget work for them, so they still have the bathroom they desire in terms of aesthetics and function, but also in the price range they are after. Payne will


April 2020 ·


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