BATHROOM RETAILER PROFILE | Sanctuary Bathrooms


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1. Crosswater vanity unit and basin 2. The Heritage Bathrooms display on upper floor 3. Crosswater taps 4. Sanctuary’s showroom in Leeds 5. The Bayswater Bathrooms display 6. A BagnoDesign countertop basin and vanity unit


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insights not available to bricks-and-mortar retailers. “Like the fashion industry, it’s important to keep on top of people’s tastes and trends and` not necessarily think for the now, but 12 to 18 months ahead too,” says James. “Looking at Google search changes over time can illustrate growing product colours/trends and new demand, so we can be reactive and adaptable to customer requirements. “However, it’s not just important to see what people have searched for. There’s still an element of outside- the-box thinking too, as people search in different ways. But there’s still a requirement to take on board what customers are asking for in-store, via phone and social media.


“There are some things we have access to that bricks-and-mortar showrooms wouldn’t, but most of the data we look at is through Google or other tools that are free to use. But you have to have some goals, otherwise you can spend days and not get to any outcome.”


In common with many bathroom studios, Sanctuary


does not have its own installers but works closely with local fitters it has good relationships with. James explains: “Most customers have already chosen their fitter and just want the actual products. If there are any issues, we have a good relationship [with the fitters] and will help them get it right.” I tell James how impressed I am with the blogs and videos on Sanctuary’s website that give useful DIY and trend tips.


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“We try to do this from the research we do into the different stages of buying. More and more customers want to do the research online first before coming into a showroom or buying online – be that the brand or the type of product. We have also seen an increase in people using YouTube to help them fit their bathroom or just tips to help them create their dream bathroom. We are in the process of doing some product-focused videos so a customer can see the drawers open and storage space before they decide on a product or range. These will be a test to see if they increase sales of certain products. If so, they will be rolled out to more of our top-selling ranges.”


Logistics are a large part of the Sanctuary business and the 7,000sq ft warehouse is a key element. As James tells me: “Increasingly customers are expecting an Amazon-style next-day service, so we are having to increase our stock levels. We recently extended storage in the warehouse to help us adapt to this demand.”


And looking to the future, James adds: “As this keeps growing, the next step naturally and to make us more efficient will be a move to larger premises with a purpose-built all-in-one showroom and warehouse.” If there is one lesson we can take away from our


look at Sanctuary Bathrooms, it’s that it is possible to run a thriving multichannel business and that the two channels don’t compete with each other. In fact, each complements the other, making the whole business stronger.


kbbr kbbreview · September 2019 6.


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