p14 BKU-AUG21 Ideal Bathrooms Intro_bku 03/08/2021 10:11 Page 14


FOCUSON DISTRIBUTION


Bringing bathrooms to life – beyond the pandemic


T


he past 18 months have been full of changes and adaptations – some


more welcome than others. While digital innovation has been a slow-burner


over the past decade, 2020 was the year it exploded across every industry, ours included. With stores and distribution centres closed and


customers forced to stay home, the bathroom industry had to pivot, quickly discovering new ways to keep customers engaged. First on the list was the use of websites and


Comment by Danielle Lillis


Sales & Commercial Director, Ideal Bathrooms


social media; quick, easy and cost-effective ways for bathroom brands to keep themselves at the forefront of customers’ minds. Indeed, the Ideal Bathrooms’ 2020 Industry


Report, created in partnership with BKU, found that 95 per cent of retailers had some form of website to showcase their ranges, while 91 per cent of them had a social media presence on at least one platform. Digital technology allows customers to begin their bathroom journey from the comfort of their


own homes, checking out styles and prices before venturing out – if that’s even possible. However, the innovation doesn’t stop there.


Over the course of the pandemic, the use of virtual showrooms rose dramatically, giving business owners and customers the next best alternative to a store visit. Many showroom owners began to offer virtual


consultations; narrowing down consumers’ choices via email before walking them round the showroom via Zoom or Teams, allowing them to see the products in real life. Using computer-aided design tools, customers


can immerse themselves in a 3D or 4D virtual model of their bathroom, with the ability to move around, interact with products and make changes. The technology is a fantastic way to allow


customers to experience their bathroom design before work begins and looks set to be the major trend for the coming months.


A virtual world for Ideal and Essential I


deal Bathrooms has announced a partnership with fellow Milton Keynes-


based business Virtual Worlds to support retailers in bringing bathrooms to life. Virtual Worlds allows retailers to work with


showroom customers to create 4D virtual reality bathrooms, products so clients can experience their bathroom design before work begins. The distributor’s own private label brand,


Essential Bathrooms, has partnered to bring its entire catalogue of over 600 products to life. Andrew Cotterill, category manager of


Essential, said: “Working with Virtual Worlds allows us to offer the very best service to retailers, who can share that with their customers. “Using this technology allows retailers to build a


true picture of how their customers’ bathrooms will look and feel, letting them move around and interact with products.” Furthermore, to celebrate the launch of the


partnership, Ideal Bathrooms is offering retailers a 40 per cent subsidy to those who sign up to Virtual Worlds’ offering. Danielle Lillis, Ideal Bathrooms’ sales and


commercial director, said: “We are always committed to doing the right thing for bathroom retailers, but this year that’s more important than ever. “Using Virtual Worlds’ technology will be a real


selling point, allowing clients to build a true picture of how their bathroom will not only look but feel, and so we’re really looking forward to what the partnership will bring.”


14 BKU AUGUST 2021


u0800 634 2600 uwww.idealbathrooms.com uwww.essentialfromideal.com uTwitter: @idealbathrooms


uFacebook: @IdealBathroomsUK uInstagram: @ideal_bathrooms


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