PRODUCTS | Shower toilets


CP HART Try


Veil Intelligent wall-hung shower toilet from Kohler


manager for Kohler UK, describes the process: “In our experience, the UK has been slower to adopt this technology than the US and China, and there is an education job to be done with those who feel nervous of it. “When faced with a panel of controls and a seat that opens automatically for you, there is an inevitable feeling of uncertainty.” With the vast array of features shower toilets offer, it is crucial for retailers to explain the benefits. Martin Carroll, managing director of Duravit UK, says: “With the current situation globally, hygiene is obviously an important factor, but washlet toilets offer more, they give each individual personal control over their own experience.


“Through the remote control, they can alter the options, such as water flow, temperature, heated seat and drying functions, which aren’t available with a traditional bidet.”


Education Kohler’s Turner gives some advice on what to say to customers: “Retailers need to convey the benefits and be clear about how simple they are to use. A full user tour on a video call or a


SOAKS BATHROOMS, BELFAST ‘This is the way


to put a Toto washlet in each of their toilet cubicles. Then, behind each door, there is a sign that says: “We are behind with our behinds. 80% of Japanese toilets are washlets. Available exclu- sively at Soaks Bathrooms.” We get many sales from there, and when you look at the Trip Advisor pages, there are many comments about the toilets. We have done several billboard campaigns with some creative slogans like ‘The latest in hands-free’. We also changed all of our magazine


W 54


e went to a Japanese restaurant in Belfast and worked with them


the market will go’ Wayne Lyons, MD of Soaks Bathrooms in Belfast, has devised a new strategy for advertising washlet toilets to the market


advertising to be about washlets and encourage the market over here to evolve quickly and create awareness. None of our marketing is impact marketing – we don’t have sales campaigns – it is subtle. It has taken 15 years of work to build it to where we can just put a good image, a slogan and our company details.


We have done several


billboard campaigns with some creative slogans like ‘The latest in hands-free’


That is how we have moved to be a prominent retailer in Ireland. It is about branding – it is expensive to do short- term, but it pays off long-term. We have about 12 washlet toilets on display in the showroom and they are all working. Customers and staff can do demonstrations and show their features and functions. Letting customers experience a shower toilet is extremely important. We have them installed in both our customer toilets. It is not something that people even think of buying unless they have seen it or tried it. Personally, I am a huge fan of shower toilets, and I do believe that this is the way that the market will go.


before you buy!


Yousef Mansuri, head of design at CP Hart,


talks about shower toilets and the niche luxury market


Q & A


Grohe’s Bau Manual Bidet Seat has an adjustable spray and is designed to fit an existing WC


face-to-face demonstration of a plumbed example is so important. Directing them to user guides and films on social channels can also give people the chance to watch at their leisure and get used to the idea before they see one in the flesh.”


So, you can talk about benefits all you like, but the best way of grabbing a customer’s attention is by letting them have a go and try one for themselves. Margaret Talbot, mar - keting manager for Vitra UK, says: “Demonstrating the advantages of a WC like our V-Care is best


accomplished by installing one as a WC for customers to use when visiting a showroom. At Vitra, we have the V-Care installed in our visitor toilets – first-time users are immediate converts.”


Asking the customer to try out a toilet out can be difficult at the moment, as hygiene within a showroom needs to be the top priority. But installing one on the showroom floor and putting it in demo mode with a plastic cover over it is a simple way to showcase how it works. And once the tide turns, you could be flushed with sales success.


Q: What is the best way to discuss the features and benefits of a shower toilet either in a showroom scenario or via a Zoom conference? A: For customers who have never owned or used one, the best way is to discuss the options and models available in a showroom setting, and then for the client to use one in the cus - tomer toilets. Try before you buy!


Q: How do shower toilets fit into the luxury market? A: A shower toilet is a luxury product – it’s not an essential requirement and, although gaining popularity, they are still a niche product. The technology used within these toilets helps aid hygiene. They are comfortable, time-saving and can also help those less able. This technology is a luxury in itself, and these WCs can be found in many five-star hotels, which helps propel theminto the retail luxury market.


Q: Other than hygiene, what are the major trends shower toilets fit into? A: Hotel chic is a trend asked for by many clients, and washlets fit within this trend. Heated seats, a lid that opens to greet you, temperature controls, a dryer, deodorants and odour neutralisers – all pure luxury. sower toilets are also eco-friendly as they use less paper.


These WCs can be


found in many five- star hotels, which helps propel shower toilets into the retail luxury market


· November 2020


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