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FOCUS ON DISTRIBUTION


Why contracts offer a world of opportunities for retailers


T


here are numerous growth opportunities for bathroom retailers


in the contract market. By taking on commercial and residential projects, retailers can build a long-term dependable income stream as well as growing overall sales. There’s never been a better time for retailers


Comment by Danielle Lillis Commercial Director, Ideal Bathrooms


to explore this relatively untapped market. With increasing numbers of small to medium-sized projects and developers’ minds shifting to premium products to differentiate their properties from national builders’, many look to specify high- quality bathrooms, which is where retailers can step in with advice and a variety of superior brands.


Regional and local developers account for


90 per cent of UK housebuilders, offering unique opportunities for retailers, and with this in mind, I believe it’s the right time for our customers to start exploring this lucrative market. Contracts for residential and low-level commercial projects offer a stable income stream


throughout the length of the contract, especially when showroom footfall is quiet, enabling companies to make strategic business decisions. It’s understandable that retailers are not currently investing heavily in the contracts market as it’s time-consuming but it’s up to distributors, like us, and suppliers to help them enter the market to reap the benefits. It’s not as difficult as you might think to find


contract work. It’s essential for retailers to pay attention to upcoming developments and to start conversations with contractors, discussing what they can offer. There are also opportunities with restaurants, hotels and business centres, which often undergo refurbishment projects. Talking to local installers and tradesmen can lead to information that can be followed up by retailers too.


Embracing the possibilities offered by contracts


makes perfect sense. This is a market to explore for retailers who are looking to grow.


Ideal Bathrooms invests in its digital offering H


elping retailers and merchants to flourish, Ideal Bathrooms has


created two innovative platforms to enrich retailers’ digital experience, as well as saving time and money. The distributor’s Trade Offers website allows customers to take advantage of unique offers and purchase online, making ordering more efficient and convenient. Customers can build their own deals, through


the ‘pack’ and ‘any mix’ offers, while a prompt in the order form highlights if there are any deals on products they already have in their baskets. Ideal Bathrooms has also created a Clearance


website, featuring deals on withdrawn products all in one place. The Clearance website shows a product’s


previous RRP, its current promotional price and links directly to the Trade Website, allowing customers to add products from the company’s different websites and put them into one basket. Danielle Lillis, Commercial Director of Ideal


Bathrooms, said: “Following the launch of our Trade Website two years ago, we have continually developed innovative ways to enhance our customers’ experience with user-friendly features including a quick order form, stock check tool, and electronic invoices. “We’re working hard to further improve our


offering with a number of features in the pipeline, so watch this space.”


32 BKU AUGUST 2019 The


new websites can only be accessed through Trade Accounts; head to register.idealbathrooms.com to register for yours.


0800 634 2600 www.idealbathrooms.com Twitter: @idealbathrooms Facebook: @IdealBathroomsUK


 Instagram: @ideal_bathrooms


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