BATHROOM RETAILER PROFILE | Bathe And Beyond
Giovanni Valenza reading the March issue of kbbreview
insist that customers spend a little extra on branded brassware as, from a service and maintenance standpoint, it is easier to get hold of parts, but working with the price can mean changing small aspects of the designs to meet their budget. According to Payne, designer knowledge is a way to gain customer confidence. “The designers need to exude confidence in the products,” says Payne. “It is a key element. If the customer is not confident – even if they don’t say they have doubts – it takes the salesperson to tell them what product is suitable.” Part of that is working together as a team. One person will know more about tiles or pump systems and the team is encouraged to work together and ask other designers for help. They will also pick up another designer’s work when they are not in, so a client is not waiting around for a response about an issue. They work as a team even though they manage individual clients.
There are 16 staff in the business, which includes Ashford Heating Supplies – the sister plumbing and heating trade counter. The showroom has five full- time salespeople, including Valenza. “You have to be seen to be doing all you can,” Payne explains about how to deal with demanding clients. “Most customers, as long as they see that you are doing all you can, then that is all right. You do get that one in a thousand who is unreasonable and expects ludicrous things, but generally, you can sort it out within 24 hours. But you need those good relationships with the suppliers to do that.” Teamwork also extends to working with the suppliers. This mutually beneficial relationship makes it easier for crisis situations, as both parties can rely on each other. In return, the staff are trained and knowledgeable about the products, so they can sell with confidence. With this in mind, the team regularly attends training or factory visits.
Charging for design
Whether retailers should charge a fee for their design work is an ongoing debate in the KBB industry. In 31 years, Bathe and Beyond has tried everything. “We’ve tried charging; we’ve tried not charging, deducting from the full amount. We work on a case- by-case basis. One size does not fit all,” says Payne.
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Above and below: Small and contained displays help give customers a better idea of what their project will look like
If you are a multiple, you have to have strict rules,
but with a smaller company, we are more able to go on feelings
Payne believes the designers are savvy enough to understand the difference between a customer who is wanting to work with the showroom and someone who just wants a design so they can take it around several companies and wrangle the lowest price. So, she allows her staff the freedom to decide for themselves whether they charge for design or not. “It is also about the designers managing their own time. If they waste time on a complicated design that goes nowhere, that detracts from dealing with more serious customers. So, it is best to let them determine what they want,” says Payne. “If you are a multiple, you have to have strict rules,
but with a smaller company, we are more able to go on feelings.”
Showroom style
The showroom itself shows a range of styles and products, and it is continually being changed and modified to keep up with the latest trends and products. There are literally hundreds of products on
display, but clever use of walls and nooks means it does not feel cluttered.
Neutral colours, with the occasional pop of colour, creates a cohesive look. The styles of the bathrooms are very different, ranging from ultra-modern to classically
British to multigenerational bathrooms sitting neatly alongside each other. What strikes me is that the showroom is quite
busy, which is not that common for a destination showroom. At the time of my visit, around 11am, there is a sudden influx of people asking for advice. It is interesting to see everything Payne was saying about service put into practice – every customer is greeted, asked if they would like a drink while they browse and given helpful advice from the staff. Payne observes: “To achieve this, you need skilled and confident staff. Keeping the showroom up to date means the designers are confident that they can show customers the latest products and talk about them knowledgeably as they have been on the manufacturers’ training and factory visits.”
· April 2020
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