PRODUCTS | Added value: Bedrooms
PWS bedroom display
A Geha display at the InHouse showroom in Hexham
Urbano from Symphony
Geha from InHouse
something more unusual that will get customers excited and make them more inclined to engage and spend more. One thing that all the retailers and manufacturers we spoke to agree on is that bedrooms should be away from the kitchen or bathroom sets. Even though one customer could be refitting the whole house, it is best to keep these in distinct areas, so they can focus on one room at a time, otherwise the experiences could be rather overwhelming. Use dividing walls or have a dedicated space in the showroom and use carpet in the bedroom area to create a softer space.
Retailers that add on bedrooms stand a much better chance of getting repeat business from every single customer
Stuart Dance, director, InHouse
Kitchens by Design in Hull has a totally separate bedroom space upstairs, away from the rest of the showroom. As the company only sells Laura Ashley bedrooms, there is a focus on creating that type of aesthetic and lifestyle look, so everything from the wardrobes to the cushions and clocks are all in the same style. Sara Sutton, director of Kitchens by Design, says: “We have really gone to town with the bedroom part of the showroom. It’s so inviting it just makes you want to go to bed. The whole look of it is so impressive.”
Room for improvement
Still not convinced to diversify into bedrooms? Here are a few more reasons why it can improve your business. Ashleigh Hanwell, a senior designer at PWS, believes that even though bedrooms may have a lower price tag than kitchens and bathrooms, there is a lot of value in doing up the whole house. “Although the order value of a single bedroom may be lower than a kitchen, there are so many more opportunities in this market,” says Hanwell. “More projects mean more opportunities to make good margin. By offering bedrooms, retailers can get into additional rooms of the house. If you do a good job in one room,
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chances are you’ll be asked back to do another.” Doing multi-room projects is a great way to up-sell. Having the displays in the showroom will show the variety of KBB work that you do and may lead consumers to update the whole house. Or suggesting that new bedroom furniture would go great with their shiny en suite can also be a way to add value to a sale. That is true for Sutton from Kitchens by Design, who says she has seen a lot of repeat business over the past 15 years. Even though customers in the first couple of years may not yet require a new kitchen or bathroom, you’ll be their first port of call when they are looking to refurbish a bedroom or two. So, it is a perfect opportunity to swoop in for more sales.
Being able to provide the whole house solution could be a way to work with more developers too. For example, Clearly Interiors offers a full service and this has made it easier for them to work with house builders and private developers, as they can come to one supplier for all their needs.
Capstick says: “Since introducing bedrooms to our business,
we feel that it has assisted Clearly Interiors not only with retail customers, but by expanding the commercial side of our company. Now we provide developers and new house builders with the full package, saving them time dealing with multiple suppliers.” Most importantly, as a retailer, it is good to talk to your suppliers and see what they can do for you when starting a new venture. Talk to them about training options on bedrooms and ask around for advice on their products and if they think there is a market for them in your area.
Many retailers, like those we have spoken to here, have already taken the plunge and found bedrooms can work for them. So why not invest some time in researching whether they could work for your business?
kbbr kbbreview · September 2019
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