TILES & TILING


The value of data We can base all our strategic decisions for Tile Devil on data that comes from the website platform and from Google Analytics. It is no longer a question of “going with our gut.” As an example, we do not have to estimate how many people walked through our doors last month and which products they showed the most interest in. More and more consumers are becoming comfortable purchasing online; with every month the case becomes more compelling so it is not necessary to operate an


expensive high street location. A showroom is not required.


We’ve made sales to consumers all over the UK to customers who could never have reached our physical store unless we had an expensive high street store in every town in the UK which would only pass on additional costs to our customers. Tile Devil has


a host of articles


on the website which give advice to customers who are thinking of purchasing and installing wall or floor tiles. It’s easier for someone to read such articles at home at their


leisure (and make their own notes) rather than remembering to ask a sales assistant the right questions on a busy shop floor. Today people considering a


purchase do their research online. Most retailers do not realise that before they even have the opportunity to meet a prospective consumer face-to-face, the consumer has already ruled the retailer in or out as a result of their own research. People trust recommendations friends


from their first and the results that they see at the top of


MAXIMISE YOUR TILING SALES


The UK tiling market is continuing to show staunch growth in the face of market uncertainties, with porcelain and ceramics leading the way. Dunlop’s sales and marketing manager Debi Boulton takes a look at the latest market trends and news


T he most an recent


figures suggest that the UK tiling market continues to grow by


estimated 3-4% year on year,


underpinned by a rising demand from a growth of housebuilding activity and home improvements. Despite the recent Brexit vote, sales continue to hold-up well, however there is uncertainty in the market how the outcome of the EU negotiations will effect growth. Failure to secure access to the single


www.diyweek.net


market, and the cliff-edge scenario of a no-deal, could have an adverse effect and significantly hit UK sales as household budgets are stretched. In terms of key trends, ceramic and


porcelain tiles dominate the mix – with an estimated value share of over 75% – with the main trend being a gradual switch to wood and stone- effect porcelain and ceramic as well as natural stone. In terms of decorative trends, there has been a gradual shift towards larger format wall and floor tiles and fully or three-quarters tiled bathrooms. This has led to adhesive


and grout manufacturers like Dunlop having to re-engineer their products to suit this trend for larger tiles, porcelain and natural stone. Although neutral colours continue to dominate the tiling market, we have seen a trend for a greater use of colour with Mediterranean and North African patterns and textures. In turn this has led to a greater need for grout manufactures to increase the number of grout colours they have available to commercial and domestic customers. Retailers can capitalise on these new trends by


increasing their range of stocked tiles, and showcasing these new trends in store.


When looking to maximise sales of tiling products in store, retailers should bear in mind the trend for larger tiles, different colours and textures – this gives retailers more scope to increase sales with add-on products such as specialist adhesives, coloured grouts and sealants. These are usually higher-margin products, so when added onto the sale of tiles, they can provide a real sales boost for retailers.


16 JUNE 2017 DIY WEEK 13


Google next. The reality is that a salesperson in a shop would rank much lower than either of the above. It is critical to online enterprises


that they are seen as experts in their field. This is what leads to purchases. Of course, customers can always email or phone us and we’ll give them the advice they need. The phone is a critical trust factor for Tile Devil, as many first- time purchasers like to hear a real voice from someone who knows the specific business before handing over their credit card details.


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