PRODUCT FEATURE | Connected living


Lots of consumers want the cachet of owning smart tech and this presents significant margin opportunities for retailers


Jo Sargent, sales and marketing manager, Franke UK


templating and fabrication. We also regularly see invisible wireless chargers installed underneath Quartz or natural stone worktops that can charge devices through the stone.” This increase in provision being made for cabling has likely been accelerated by the increase in people working from home, usually from their dining tables or breakfast bars, rather than a dedicated office space. This fact alone means now is an ideal time for kitchen retailers to get involved in smart home tech in some form.


Bathroom focus


The Dimension Bluetooth Bathroom Speaker Cabinet from HiB


The Intuition


smart digital shower from new brand Elisa


Onto bathrooms now, where the market for smart tech is growing significantly as according to Transparency Market Research the global market is currently worth $8.3bn in 2021 and is estimated to grow at a CAGR of 10.3% from 2022 to 2031.


Zoning into specific products, smart mirrors, digital showers, smart WCs and infrared sensor taps are all high on the wish-list for tech-savvy consumers. Paul Bailey, leader, product management, LIXIL, EMENA and Grohe UK believes that smart products can amplify the sense of wellbeing for the consumer due to much greater personalisation features, so customers can create a bathroom experience


Stuart Tickle, managing director at smart home distributor and training centre,


AWE offers his thoughts on the importance of training… Covid saw an increase in basic smart home technology products being implemented in people’s homes. This is a gateway to a fresh marketplace of smart home users looking for their next upgrade. For KBB retailers, branching out into even basic installation of complimentary technology is an achievable goal. This not only provides an additional revenue


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that can be truly tailored to their individual needs. “There is an array of smart technology now available on the bathroom market that promotes wellness including showers with mood lighting,


steam functions and music controlled by Bluetooth. The shower toilet market is also growing and will continue to do so as modern society begins to recognise the benefits of improved hygiene, along with elements of sustainability.” In terms of drivers of growth, those products which promote sustainability – saving water and energy are likely to grow fastest. For example, Aqualisa’s Intuition and Incite ranges are Wi-Fi- enabled, voice-activated showers. They are seamlessly embedded into the smart home system thanks to their connectivity with Amazon Alexa and Google Assistant, the company says. The accompanying mobile app adds further innovative features such as water usage monitoring and the


stream, but also adds real value and a point of difference from national retailers.


Aside from these benefits, a degree of flexibility in the workforce is an asset. With the right training, employees can carry out this additional installation work, for example the audio experience with in-ceiling speakers or providing TV viewing options in the kitchen, bathroom or bedroom where the cabling is concealed and the screen is integrated into the design. If you’re designing such a space already then it makes sense to upgrade with additional AV technology to enhance the space.


ability to set the duration and time of the shower.


Mike Simpson, chief marketing officer at Aqualisa’s brand Elisa comments: “Our Intuition and Incite smart showers come with a mobile app that allows each member of the family to create an individual profile. This can help the household to track water consumption and reduce water wastage, which also helps reduce bills and is kinder to the environment. The remote operation using voice activation through Google or Amazon Alexa is also hugely beneficial for customers with mobility or accessibility needs.” HiB sales director Ash Chilver adds: “Ever since people started singing in the shower, being able to safely enjoy audio in the bathroom has been important. With the rise in streaming services, having the ability to wirelessly connect devices and listen while in the bathroom has been an appealing feature for customers. At HiB, we produce cabinets and mirrors with integrated Bluetooth and speakers, so those using the bathroom can enjoy their favourite music, audio books or podcasts.”


So how can you maximise sales of smart tech in the showroom?


Firstly, all the technology we’ve mentioned is pointless unless consumers are properly educated in it. Often, homeowners will use only the basic functionality of their appliances because they’ve never been shown all of the features. Franke UK’s sales and marketing


director Jo Sargent adds that while some consumers might be daunted by technology, (especially those over the ‘Digital Divide’), getting products on display and demonstrating their ease- of-use will “quickly demystify the tech”. She adds: “There are lots of consumers who want the cachet of owning and operating smart tech products in their home and for retailers this presents significant margin opportunities.


“Displaying and demonstrating products that are at the cutting edge of technology also speaks a positive message about the retailer, in that they follow and understand smart products and want to help consumers get the best out of their homes.”


• For more on selling connected products see this month’s retailer profile, pages 66-68


Roca’s In-Wash Inspira incorporates advanced technology in an accessible and versatile smart toilet


Grohe’s Rainshower 310 SmartConnect has a wireless remote control


· October 2022


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