MARTINS OF HAWKHURST
22 AI’s advantages
Mr Harringman also sees technology - particularly artificial intelligence - as an area with long-term potential.
“AI could help specify appliances based on household needs,” he suggests. “You could input family size, laundry habits and kitchen layout, and AI could recommend suitable options. Over time, it could even complete the purchase, making e-commerce more seamless.” However, he is clear that technology should complement, rather than replace, human expertise. “Our value is in guiding customers through complex decisions,” he says. “AI can assist, but it won’t replace the detailed advice our team provides, especially for integrated kitchens or premium appliances.” Marketing and growth remain key priorities. Mr Harringman is overseeing a rebranding initiative that includes a refreshed logo, website updates and improved digital engagement through email and social media. “We’re refining our approach rather than overhauling it,” he explains. “The brand has a strong reputation, and our aim is to keep it feeling current while maintaining the trust customers expect. “We focus on the areas we can serve best. Our knowledge of local roads, which can be challenging for large delivery vehicles, logistics and customer needs gives us an advantage over national retailers like AO or John Lewis. “I’ve always found that if I have a question, there’s someone willing to offer advice.”
Quality service
Mr Harringman is particularly aware of how customers approach appliance purchases where integration or complexity is involved. While price often drives online sales of entry- level products, reassurance becomes more important when installation, specifications or longevity are key factors. “People don’t just buy a washing machine,” he says. “They buy confidence that it will work in their home. Once you’re dealing with built-in appliances or kitchens where everything has to align, the detail really matters.” That attention to detail, he believes, remains a point of differentiation for independents as buying habits continue to evolve online. Factors such as physical fit, integration with cabinetry and suitability for everyday use are not always easily conveyed through a product page. At the same time, he is clear that history alone does not guarantee relevance. “We’ve got a long history, and that’s important,” he says. “But the way people shop
is changing, kitchen technology is evolving, and how we communicate with customers has to change as well.”
This thinking has informed a programme of gradual refinement rather than dramatic change. Current priorities include improving marketing activity, strengthening digital platforms and clarifying the business’ proposition, while remaining focused on its existing catchment area. “We’re not trying to reinvent the wheel,” Mr Harringman concludes. “It’s about keeping pace, making sure our websites work properly, our messaging is clear, and customers understand what we actually offer. “A lot of what we do is about solving
problems,” he adds. “Whether it’s checking something will fit or helping someone choose between two options, the satisfaction comes from knowing you’ve helped them make a decision they’re comfortable with. “We’ve got a long history. What I’m doing is building on that and making sure it still works for how people want to buy today.”
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