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FOCUS ON DISTRIBUTION


implemented lockdowns to halt the spread of Covid-19. But now, as Britain returns to its new normal,


Adapting to the “new” normal T


he world as we know it has changed. Across the globe, businesses have


industries are beginning to move again. The bathroom industry saw a decline in trade over lockdown, even merchants that remained open for essential services. However, as restrictions ease, the signs are


encouraging. The landscape is looking positive as retailers open back up and sales increase weekly. There has been a lot of speculation around


Comment by Danielle Lillis Commercial Director, Ideal Bathrooms


consumer confidence; will people want to invest in home improvements in this uncertain climate? The feedback we’ve had from retailers and manufacturers suggests they do. A major challenge post-lockdown, affecting


manufacturers, distributors and retailers, was ensuring key supply channels were in place to meet pent-up demand. This is still a challenge, with investment required in production, stock holding and availability. Across the board, lead times remain extended with many manufacturers struggling with unexpectedly large order books. Many businesses used the time to prepare,


adjusting practices to accommodate hygiene measures. As showrooms reopen, many are operating appointment-only visits, and retailers are finding their conversion rates are significantly higher, as those customers are serious about purchasing. But beyond practical measures, what became


clear was the need to embrace digital technology and push the industry on from that perspective, with online meetings, virtual catalogues and e- commerce websites that can be viewed 24/7. With much of the workforce on furlough, an informational website with clear product data was of huge benefit. Traditionally the industry is very much face-to-face, however with this impossible over lockdown, the need to adapt was crucial. During a recent survey we found 80% of


retailers are still willing to hold face to face meetings where it is safe to do so. It is refreshing to note that, even though retailers have recently embraced digital, the industry believes traditional ways of selling are still important. Right now, the future is uncertain – worries over


a second wave abound – but, as an industry, all we can do is be positive, adaptable and ready to face anything. Working together, our businesses can emerge stronger.


The ideal time for iDeals W


hile times have been tough for the bathroom industry over


lockdown, Ideal Bathrooms has used the time to launch its new offers publication - just one of the ways in which the distributor is continually working with suppliers to create offers, stimulate the market and support their customers. Following in-depth market research, Ideal


Bathrooms developed iDeals, replacing its previous Trade Offers publication. iDeals is a quarterly,18-page, A5 fold-out publication, bursting with attractive offers. The iDeals are


grouped by product range, showcasing the variety of renowned brands in the distributor’s portfolio. Ideal Bathrooms’ customers can also purchase the deals online,


24/7, through its offers website. Stewart Perry, Ideal Bathrooms’ marketing


manager, said: “The last few months have been extremely difficult for the entire industry. As the number one distributor, it’s crucial that we continue to invest and support our customers in as many ways as we can, which is why we have introduced iDeals. “We’ve taken our successful Trade Offers


publication and have revamped it with a new look, fresh branding and even more fantastic deals – perfect to stimulate the market and support our


customers as we all get used to this new normal.” iDeals can be viewed online at


idealsonline.co.uk, and customers can order iDeals through their Ideal Bathrooms' online Trade account. To register for a Trade account head to register.idealbathrooms.com.


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


16 BKU AUGUST 2020


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