Opinion
kbb Birmingham 2018 Show Special
How to… get the perfect brand balance
Helen Clark, marketing manager at Abode, gives her advice to retailers wanting to make sure they get the right balance of products in their showroom when space is at a premium
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hoosing the right products to display is one of the biggest challenges faced by kbb retailers. Floor space is often at a premium, the number
of products available from each manufacturer is usually wide-ranging, and retailers are left with the conundrum of fitting a square peg in a round hole. Something’s got to give, compromises have to be made. However, putting too many limits on what you choose to stock could well be detrimental in the long term, as it restricts what you are able to offer your customers and, in turn, how much money they will spend with you.
Hero or villain?
Many retailers choose to display hero products and it is easy to see why. They are very often eye- catching and look good in the showroom. They provide a talking point and a good basis on which to begin a sale. On the flip side, such products are often super-expensive, quite niche and out of reach for many customers, not to mention not always to everyone’s taste.
After all, what turns heads in the showroom
may just turn people off when it’s fitted in their own kitchen and they’re left living with it for the foreseeable future. And while consumers want to be inspired, if they feel that a product is out of their reach price-wise, they may be put off looking any further. While design, style and practicality are all important, ultimately budget will determine a consumer’s purchasing decision and retailers do need to be mindful of this when selecting products. Above all, consumers want to be able to visualise what the products they see in their local showroom will look like in their own homes. The displays need to be realistic, without losing their sense of aspiration and inspiration.
It is a tough juggling act for retailers. The secret 70 kbbreview kbb Birmingham Special Edition March 2018
What turns heads in the showroom may just turn people off when it’s fitted in their own kitchen and they’re left living with it for the foreseeable future
is in getting the right mix of products and displaying those that fit with real family
consumers leave your showroom not only feeling inspired, but also believing that their lives will be the better for their new kitchen design.
And remember to have a good cross-section of price points and styles on show.
Way of life
Product selection should be based on lifestyles. After all, a kitchen is a lifestyle choice and the hub of daily life for many homeowners. Lifestyle habits will differ from customer to customer, which is why a good cross-section of products important. But largely the showroom displays should highlight how products can be chosen to enhance people’s lifestyles, making the investment in them worthwhile. Hot water taps are a good example of a product that may well be chosen as something of a lifestyle
lifestyles, so that
choice, and is an innovative, technologically advanced product that is fast becoming mainstream, desirable and accessible. More and more con§sumers are seeking out such technology, thanks to the shift towards entertaining at home and home baking, influenced in part by TV shows like Great British Bake Off and TV chefs such as Nigella Lawson. With such products, the sales pitch is fairly straightforward – having instant hot water, literally on tap, can help people in their daily lives, save time and cut household bills. Add this to the fact that such convenience is available without a high price tag, and consumers will be willing to consider purchasing a hot water tap instead of a standard kitchen mixer, which also provides the retailer with a good opportunity to up-sell without scaring the customer away.
Options
The humble kitchen sink offers retailers the opportunity to vary their offering too, From materials and size to under-mount and inset sinks, there are options to suit all lifestyles, so getting the balance right within showroom displays is important. It is also important to know your customer base and the area you operate in. If local clientele is heavily biased towards a more contemporary look, or if your clients and projects tend to be based more at the top end of the market, there is little point allocating valuable display space to traditional or cheaper products.
Make sure you understand the market you are operating in and what your customers are looking for, before talking to your suppliers about product availability and considering best-sellers as well as new products and innovations.
Review the current models on display regularly,
too, keeping things fresh and tapping into trends and market demand along the way.
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