Products
left The Sonata accessories collection from Roca below Colour by Scudo in Brushed Bronze below left HiB multifunctional shower shelf with a magnetic squeegee
with, and selling Firstly,
accessories? as we’ve already touched on,
these products are an easy add-on, with the possibility of creating extra margin, particularly if a consumer doesn’t have the budget for a new suite. They also offer a straightforward way to update the showroom and the window display, which could help draw in more custom. Plus, they also offer a “brilliant upsell opportunity” as Tim Bohmann, direct
category manager at Dornbracht, notes, “particularly where customers are keen for a coordinated look with bathroom fittings.” He adds that stocking up on a wider range of coordinated design elements will allow designers to create a harmonious balance – from washstand fittings and the shower and flush plate to the WC, soap dishes, tissue holders and towel rails. It’s crucial to offer plenty of choice, with cohesive collections on offer, as
well as asking for customer feedback. This can be invaluable for helping to hone your product offering. Retailers should also consider ways to inspire consumers by showing
products they might not otherwise think of. “Space saving over-shower hooks,” says Crosswater brand expert, Richard Ticehurst, “are a great addition to any modern bathroom, creating extra space both in and out of a shower, especially if they have a hook design on each side.” As House of Rohl head of marketing communications, Nigel Palmer,
comments: “Designers and consumers are more aware of the breadth of choice, and there is a growing recognition of the importance of quality in
bathroom accessories. Cheaper fittings often deteriorate quickly in the bathroom. The trend for warmer finishes in brassware has extended to hardware and it can be difficult to match brass finishes from different manufacturers, so if this is an important part of the design check up front if the preferred brassware collection includes a comprehensive set of accessories.”
Sales pitch Including accessories in the initial design stage means there’s little chance of
them being overlooked. Charlotte Tilby, head of marketing at Woodstock Trading Co, says: “Even
if a customer doesn’t notice these small elements at first, they will make all the difference in creating the feeling of a more elevated and aspirational space. Just as you would match shoes to a handbag, coordinating bathroom accessories create a seamless and polished look.” To sell accessories effectively, especially if they’re relatively expensive,
it’s key that brands offer tools to retailers to help them explain the benefits and showcase the products in their best light. Things like samples boards, brochures, POS materials and proper training can all help. Jasmine Rowe, product designer at HIB, says that accessory boards offer
a great way to showcase different finishes to allow the customers to check that the product matches to other metallic elements in the scheme. As Hansgrohe UK’s brand and communications manager, Emma Freeman
concludes, “once the seed of sleek coordination across a scheme is planted in the showroom, it’s difficult to settle for less”. kbbr
September 2024
kbbreview
39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72
