Analysis // Displays
How we approach display deals… Kris Tolbod - Premiere Klasse, Basingstoke
“For me, I don’t often respond well to ‘you must have five displays…’,” says
Adam Woollerton from Bathroom and Kitchen Eleven in Surrey. “I’m a designer and my whole expertise is creating a design scheme and making products look good. Sometimes that isn’t using solely one range from one brand. “It comes from mixing suppliers’ offerings to create a more bespoke
project so our displays are often a collaboration of brands and products that we feel create an appealing design and aesthetic. It’s not one size fits all so brands can’t expect every showroom to show a certain amount. “If we get behind a brand, we will get behind it. So my advice would be to
get to know the people behind the business and what they may bring to the table, rather than basing it solely on showroom space or bays.” Kenneth Luck from Luck and Fuller in Billericay agrees, he monitors each
brand in his showroom for value of sales, profit on sales and number of sales. If a brand isn’t pulling its weight he removes it and replaces it with something more profitable - sometimes a completely new brand. “It’s our business and no one can make us present our showroom in a
certain way,” he says. “However, we have a lovely showroom and other showrooms that are more trade-oriented may not have the same approach. “I understand that suppliers want a collection on display to give different
ranges the best opportunity to do well, however some brands require too much commitment and this may take away from brands we already are doing well with. In all, we only have three displays per brand - any more commitment than that and we feel the brand may not be right for us.”
Rebates
So what is the best compromise? What needs to be in place for both retailer and supplier to feel they both come away with a reasonable outcome? The answer is, of course, rebates, discounts and incentives of some sort. The retailer gives the supplier the commitment they are looking for to go
and sell it and the retailer knows that eventually the overall cost to them will be minimal if they hit the targets. Everyone wins. So what do retailers think is a good deal? “We propose a compromise of a reduced initial cost for display items,
coupled with additional ongoing discounts on orders for the displayed ranges,” says Emma McLoughlin at Regal Kitchens. “This approach would demonstrate that the displays are effective in inspiring customer interest and driving sales.” Kenneth Luck from Luck and Fuller, on the other hand, believes that
displays should be free for the first year: “Then put a target in place and once it’s hit the invoice gets screwed up. This worked really well for one of our brands when we first opened. The other option is that if it’s free, it must remain on display for a certain period of time. I feel 18 months is a good
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Over the years, we’ve learned the importance of establishing clear, mutually beneficial terms for showroom displays. Initially, I invested heavily in displays to secure accounts, only to be let down by suppliers who couldn’t deliver the promised quality or service. That’s why we now ensure both parties have a vested interest in the relationship. Before installing any display,
we place at least three orders with a supplier to assess their service, efficiency, and product quality firsthand. If we invest in a display, it must meet our team’s standards, not just what a sales rep promotes. If it fails to meet expectations, we expect a full refund. Additionally, our trading agreements hold suppliers accountable. If their service or product quality falls below a 20% failure rate, we expect compensation, and continued issues may lead to closing the account. We’re open to free displays with clear terms. For example, if a supplier offers a free display, we agree on a sales target for 12-24 months. If we meet 90% of the target, we’ll cover only 10% of the display’s value. After that period, we reassess the partnership. This approach fosters commitment from both sides and has helped us build strong relationships with smaller brands that provide attentive service and take a genuine interest in our business. Ultimately, our showroom reflects our brand and values, so we partner with suppliers who respect that and are equally committed to success.
November 2024
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