BATHROOMS
STRENGTH IN PARTNERSHIPS
BMJ asks how merchants and manufacturers can work together to support the installer customer
M
erchants are at the heart of the bathroom and plumbing sector, providing installers with the products, expertise, and support they need to run their businesses efficiently. However, the ability of merchants to offer this level of service depends heavily on their relationship with specific manufacturers. By fostering strong, collaborative relationships, manufacturers and merchants can work together to anticipate demand, maintain competitive pricing, and ensure that installers receive the highest level of support.
Supply chain collaboration According to Alex Hooley, head of trade, that is what Ideal Standard aims to do with its trading relationships with its merchant customers.
He says: “Installers rely on their merchants to provide a comprehensive selection of products, including the latest ranges and innovations – a critical point for installers where delays can impact project timelines, customer satisfaction, and business reputation. Without a strong supply chain and manufacturer support, merchants may struggle to keep up with industry advancements, limiting their ability to meet the evolving needs of installers.” Hooley believes that a strong partnership can also enhance the efficiency of logistics and supply chains for merchants – ensuring a consistent service for customers. “Real- time supply chain coordination and proactive stock management are two pillars in ensuring a smooth supply chain, and the more data shared between merchants and manufacturers, the easier it is to minimise stock shortages and ensure the right quantities are available,” he says.
“This is important for high-demand and specialist products, where delays could lead to costly project setbacks for installers.” To maintain a competitive edge, Hooley says manufacturers should work with merchants to offer consistent access to a full product
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portfolio. “This means not only stocking essential core products but also keeping up with emerging trends such as sustainable plumbing solutions, smart bathroom technology, and water-efficient fixtures,” he says. “By being kept in the loop on new product developments, merchants can hit the ground running as new products are brought to market, with all the technical expertise and understanding needed to inform installers.” Price competitiveness is another critical aspect of the partnership, Hooley believes, as are product data and market insights, both powerful tools for merchants looking to stay ahead of the competition.
He says: “Manufacturers play a key role in providing this information, enabling merchants to make data-driven decisions that align with installer demand. Through access to product performance data, installation guides, and compliance certifications, merchants can offer installers a higher level of support and expertise. This information not only helps merchants educate their customers but also enables installers to select the best solutions for their projects with confidence.” Understanding which product categories are seeing increased demand, which innovations are gaining traction, and what sustainability factors are influencing purchasing decisions can help merchants refine their stock strategies. This foresight allows merchants to anticipate shifts in demand, reduce waste, and maximise sales opportunities.
Holley says: “A truly collaborative approach
between merchants and manufacturers creates a ripple effect of benefits throughout the supply chain, ultimately enhancing the service delivered to installers and end customers alike. “Some manufacturers, like us also provide dedicated sales teams to support merchants in delivering better service to their installer customers. These teams offer expertise on products, applications, and the latest industry innovations, equipping merchants with the knowledge they need to assist installers effectively and further improve sales.”
Strengthening relationships A well-supported merchant, equipped with comprehensive product knowledge and a diverse stock range, becomes an indispensable asset for any installer looking to streamline their workflow.
He adds: “Manufacturers also stand to gain from a close working relationship with merchants. By strengthening these partnerships, manufacturers ensure that their products reach the right markets effectively and are presented to installers with the necessary technical support. This leads to increased brand loyalty and stronger sales performance.
“With the industry continuing to evolve, the importance of these partnerships will only grow. Manufacturers that invest in supporting their merchant partners will enable merchants to better serve installers, creating a more efficient and successful supply chain for all stakeholders involved.” BMJ
www.buildersmerchantsjournal.net May 2025
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