Sanctuary Bathrooms | BATHROOM RETAILER PROFILE


2.


1. Roper Rhodes display 2. Directors James Roberts (centre) with brother Richard (left) and father Des 3. Crosswater tap 4. GSI Sand collection 5. This Crosswater display was custom-built by Sanctuary 6. Crosswater Infinity range


4.


5.


6.


we started online, trying different things as Google’s methods change. We spend a large proportion of our turnover on this – a lot more than many retailers might think. There’s a significant investment financially in terms of all marketing aspects. Digital covers so many touch-points from the website to paid advertising to social media.”


So, being in the unusual position of running an online and showroom business, what does he think about selective distribution agreements that aim to control online availability of certain products. “I think they are good, as it was too easy to get


We constantly invest in making changes and upgrading infrastructure to cope with the changing demands. I don’t agree online sellers have a free ride


September 2019 · kbbreview


brands and start selling with few or no displays,” he says. “Things like this start to put everyone on an even playing field. If you don’t display, you should get little to no discount, which then pushes people to buy it from someone who is committed to the brand. It may also start to make some become more committed to a brand.” Although they have many brands, James adds that Sanctuary has been reducing the number it deals with to make sure they can get behind the ones they do support and provide customers with the best information and knowledge.


Do they have lines in the showroom that they don’t sell online? “We do have a few brands that we have in the showroom but not online,” says James. “This is either


because of lead times, special order or because they are too hard to sell online properly, such as fitted furniture. We have listed products before that have long lead times and customers end up cancelling them. In the showroom, I think people understand there could be a longer wait.”


So how do sales differ through the two channels? “We do find that the showroom has a higher average order value, as we are able to tailor the bathroom to everything the customer needs. Customers who come into the showroom tend to be looking to buy everything from one shop.” Sanctuary monitors online prices, but does not attempt to price-match cheaper competitors. “We look at our prices and work on what we are happy with,” explains James. “We do have a large warehouse, which allows us to buy in bulk and to get products to customers quicker. We even have other KBB showrooms buying from us.”


James explains that prices are exactly the same in the showroom as online. Sanctuary also offers accounts to local tradesmen, many of whom use the showroom to


let their


customers see and experience products. Trade sales account for around 30% of turnover.


I bring talk around to those Google analytics stats that first made me curious to find out more about Sanctuary Bathrooms. I ask if it gives him market


„ 103


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  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120