MARKETING FOCUS: LAKES
spaces with every possible need catered for. This includes special glass that’s ideal for showering spaces, non-slip trays, and low thresholds, seats and grip handles for older people, and a host of exciting new developments.
Rethinking showering spaces However, when people think of a shower, they tend to think of the showerhead, hardware and tiles, before they think of the space itself. And that goes for merchants too: independent benchmarking research for Lakes revealed that unprompted recall of shower enclosure brands among merchants was low. That’s because enclosure brands have left it to others to promote showering spaces, and not explained why or how the showering space is important. Lakes plans to change that. In terms of functionality and style the choice of enclosure often dictates the look, feel and design of a bathroom, and in the emotional sense provides a private sanctuary. But the word ‘enclosure’ has connotations of
confinement rather than the pleasurable or invigorating experience it is, so we’ve changed our logo from Lakes Bathrooms to Lakes Showering Spaces which puts the emphasis on the space that enables the showering experience and more clearly defines what we make.
One of the most significant trends has been a growing separation of the market into ‘The Haves’ and the ‘Just About Managing’ (as coined by Theresa May). The latter are predominantly homeowners under 45. They may earn more than the over 55s, but their outgoings are higher. They like premium products too but mostly buy to a budget. The Haves are generally older homeowners. They account for most of the UK’s housing wealth – and savings too - and because of demographics they’re becoming more numerous. They have the money and with rising house prices paying for the purchase, why wouldn’t they invest in their home? This powerful trend is driving most home improvement markets, not just bathrooms and showers.
The opportunities in both these markets for exciting product development and solution selling rather than product selling - selling the right solution for the right lifestyle – are huge.
Lakes is leading the way by positioning the showering space at front of mind for merchants, installers, and homeowners. In addition to the name change, Lakes now has a very attractive lifestyle brochure, which helps stockists and installers sell, and homeowners choose, the most appropriate showering space for their needs. The new look is very different from what it was and quite distinct from other brands. It is proving to be a powerful selling tool, helping stockists, merchants and their installer customers stand out in a crowded market and with improved lifestyle targeting.
Product innovation
Lakes’ new direction is more than a branding and brochure upgrade. The new strategy lasers in on creating a pipeline of beautiful, innovative new products with a market- leading no-quibble lifetime guarantee, and the unique and innovative Lakes glass. Most showering spaces are mainly glass with some framing, and most glass is standard glass with its characteristic greenish tinge from high levels of iron oxide. But, most people don’t think about that until it’s too late. If you’ve invested significant time and effort in white tiles or a coloured scheme, this can be a let-down. Lakes’ showering spaces come with PureVueHD low-iron glass as standard, so homeowners can see the white or colour they chose without a sickly green discolouration.
Lakes’ glass also features AllClear® as
standard. AllClear is a unique coating technology that repels water, limescale, and soap scum – so a quick wipe is all the cleaning needed. It works by filling microscopic gaps in the naturally pitted surface of the glass with nanoparticles through a process that creates a silicon film that bonds chemically to the glass. A second stage smooths the entire surface with a coating that also chemically bonds at a nanoscale level.
The high-tech coating is resistant to UV damage, uniquely scratch resistant and stain proof, and has increased clarity and shine. It’s also environmentally friendly, as no harsh chemical cleaners are needed to keep the glass looking like new.
Lakes’ glass meets the demand for beautiful product which enhances the look of a home and addresses the lifestyles of today. Time- poor homeowners who are design and planet-conscious love it.
Our analysis of homeowner trends and lifestyles has led to Lakes’ new branding and strategic direction and the conclusion that the showering spaces market will continue to grow in importance. BMJ
February 2019
www.buildersmerchantsjournal.net 23
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