p06-p07 BKU-MAR22 Industry Views x 6_bku 24/02/2022 09:54 Page 7
INDUSTRY VIEWS INDUSTRY
Embrace virtual displays or risk extinction
I often get asked ‘what do you think the future of kbb will look like?’ When speaking to a retailer I find myself adjusting my answer depending on the current level of customer experience that they offer. For those retailers still offering flat 2D rendered images on a computer screen, it’s a bit of a nonsense question because the future is already here. Many are already embracing it, it’s just that some are still behind the curve. Take the physical vs virtual displays debate. If you had to choose one over the other, there is a strong argument that the smart retailer would choose virtual every time. A physical display limits your audience in terms of taste and style, and it will quickly date.
Comment by Nathan MacLean, Managing Director, Virtual Worlds
With the virtual display, retailers can show an infinite number of colours, finishes and designs to satisfy every taste. The technology already available is turning the showroom into a limitless source of opportunity. As more consumers experience the benefits gained through quality VR such as Virtual Worlds 4D Theatre, I believe dinosaur retailers, in ignoring the advancements in VR technology, will waste away.
Consumers Becoming More Digital Savvy
Over the past 2 years we have seen an increase in consumer knowledge of design and interior trends and with the kitchen being considered ‘the heart of the home’, it’s valued more now than pre-pandemic times. The online channel is becoming increasingly important in the consumer research stage. Social media platforms such as Instagram, Facebook and even more recently the rising
popularity of Tik Tok have all led to a more engaged and inquisitive end
consumer. Through the use of social platforms, end users are more tuned into space layout, materials, colours, and a move towards personalisation in terms of bespoke features and Paint-to-Order options to satisfy their individual taste and lifestyle. Covid has to a degree interrupted more traditional buying patterns with the
temporary closure of retail
VIEWS
Comment by Ursula O’Dowd, Group Marketing Manager, Uform
and this has accelerated the need for businesses to extend their bricks and mortar experience to the online domain. Businesses need to embrace the digital world in line with changing consumer buying behaviours if they’re to thrive in this new digital age.
Period-style design continues to define the classic and contemporary bathroom
“The overriding trend in the modern bathroom continues to be ‘the bolder, the better’, especially in terms of style references, colour and detailing. Homeowners are opting for more unusual finishes, alongside painted freestanding bathtubs that allow subtle coordination of opposing colours and finishes across the ceramic ware, furniture, taps and accessories. Now, consumers have a heightened understanding of what their own personal style is and so we are finding that exquisite, handcrafted details, which make a strong architectural statement are winning out. I believe this is down to artisanal sanitaryware pieces offering a higher pedigree of quality, along with the modern homeowner seeing huge value in choosing traditionally-made ceramic ware which embrace popular architectural styles. This year, we predict the stylings of Edwardian, Victorian and Art Deco-style era’s will remain the foundation of the British bathroom with basins, WCs and high definition baths coming to the fore as firm favourites.”
Comments by Graham Bucktrout, Managing Director, IBC Group
BKU MARCH 2022
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