B&Q: Changing times for retail installations

CHANGING TIMES FOR RETAIL INSTALLATIONS

Damian Walters, CEO BiKBBI

B&Q announced its intentions to change its future customer proposition, which would eventually lead to the closure of its Homefit department scheduled for December later this year.

On the 7th June, with the World Cup about to kick off and many focusing on beer gardens and summer holidays, little did the industry know that one of the biggest retailers of kitchens and bathrooms was about to make some fairly dramatic changes that would affect so many.

B&Q announced its intentions to change its future customer proposition, which would eventually lead to the closure of its Homefit department scheduled for December later this year. Homefit is the internal department responsible for kitchen and bathroom installation and the management of its 1,000+ sub-contracted specialist workforce.

These changes were born from a desire to improve the customer experience and perhaps revert back to its focus on a Do-it-Yourself proposition. The retailer has said that installations participation was at around 10% of those who bought K&B product nationally, so it probably shouldn’t be too much of a surprise that they’re choosing to focus efforts on the bigger picture?

The department, which was also responsible for tens of thousands of kitchen and bathroom installations each year had seen many personnel changes to its senior team over recent years. Former head of the department Billy Quinn, who joined the Southampton based retail giant from competitor Homebase (and before that MFI), assembled a highly experienced installation management team, but left the retailer over 2 years ago, with many of his team exiting thereafter. Some, perhaps, viewed that decision as the precursor for the changes we are now witnessing.

What’s clear is that the decision by B&Q, who is arguably the largest consumer supplier of K&B product in the UK, has sent ripples across the industry and has perhaps mirrored feelings by many, that installation is simply too complex for the retailer? After all, retailers surely want to focus on what’s important right?

Whatever the driver for change, B&Q’s move has been more than brave, but BiKBBI CEO Damian Walters has said is many ways its’admirable’, “The industry has lacked innovation on the subject of installation and timing is therefore right for those in the game to perhaps think about new tactics and what’s truly important to their respective businesses?”

Whilst B&Q has decided to change its proposition to a supply only one, many nationals are still operating the model and will no doubt benefit from those installers now looking to fill their order book. In fact, some of the nationals are not only still 

Whilst B&Q has decided to change its proposition to a supply only one, many nationals are still operating the model and will no doubt benefit from those installers now looking to fill their order book.

offering installation but are gearing up and enhancing their service with new models, technology and service propositions.

So, what do these nationals know?

Bathstore continue to grow its installation model, with the new man at the top Ian Herrett, formally Commercial & Business Development Director at B&Q, remaining supportive of its installation service.

Wren continue its pathway to massive growth and has invested heavily in an installation structure, driven by compliance and technology. “This is a business to keep a close eye on” said BiKBBI’s Damian Walters. “These guys are clear that installations form an integral part of their overall proposition and are serious about providing a great service to both customers and installers” said Walters.

John Lewis Partnership, who has invested heavily in its new Home Solutions service, has also built a network of field management to enhance its installation offering and as expected, their focus on maintaining leading customer service has been backed up by some serious investment and intention.

Wickes have been vocal since B&Q’s announcement in June and is, as you would expect, welcoming of those involved in the changes – both installers and designers.

Homebase (formally Bunnings, formally Homebase, now Homebase … we think!) of course changed to a recommended installer model 2 years ago when the Australians descended. They introduced handwritten signs and barbecued 

The British Institute of Kitchen, Bedroom & Bathroom Installation can provide a bridge between the consumer, retailer, industry and the installers, a bridge that has been traditionally tough to cross. The team are here awaiting in readiness to help installers and is looking forward to hearing from you.

sausages whilst simultaneously swiftly withdrawing from a service lead proposition, much to the surprise of many.

But with the Australian’s now having returned down-under, with just the feint waft of burnt sausage in the car parks of its rebranded branches, perhaps the new broom will reconsider the recommissioning of what was a very popular and effective department?

So why are all these companies continuing to grow, whilst the biggest is actually ceasing its installation service?

“Well, B&Q is a very different beast to most of those aforementioned. It has a rich heritage as the place to go for DIY and to be blunt, dominates the marketplace in this area. Its decision to change its business model is probably less surprising than when it first offered a ‘done-for-you service” said Walters recently.

A new relationship demonstrates the importance of The British Institute

Following a respectful period of consultation with its people, B&Q recently announced its changing relationship with The British Institute of Kitchen, Bedroom & Bathroom Installation, to include its support for those installers caught up in the changes.

From 23rd July, B&Q started signposting its customers to specialist advice and guidance from BiKBBI. This new move marked the start of a changed, but continued relationship between the team in orange and the institute.

B&Q’s assistance to customers now includes support within the stores

and via their website diy. com, driving their customers to BiKBBI for free advice and guidance on all things installations.

BiKBBI also provides a finda-member directory, which is due for a revamped relaunch in August, and those installers who were previously working directly with B&Q, have been welcomed into BiKBBI, who will be included within this online directory.

Head of Installations at B&Q, Mark Rigby, recently said in a communication to its installers: “We’re confident that our customers who are looking for an installer will use this free service and we believe that if you [installers] join the BiKBBI ‘find-amember’ service, it will help you to secure future work”.

BiKBBI, as well as working on education and standards, is also leading the way on installer compliance, with all members subject to initial and ongoing checks against a criterion that includes criminal records, financial, technical and health & safety validation. Damian Walters said, “We’ve been delighted to support B&Q through these changes and more so that they have seen our help as an integral part of its own processes. It is clear to me that B&Q is focused on the provision of a great service to its customers, and whilst this will no longer include a managed installation service, it is still determined to provide customers with links to professional, compliant and experienced installation specialists.”

Damian added “B&Q’s consideration for installers has been really quite special. Let’s face it, the team there could have turned the beast off, wished the installers all the best and walked away. Instead, they’ve treated their sub-contracted workforce with great respect and have worked with us [BiKBBI] to ensure future opportunities for the installers are both explored and exhausted.”

Not only will BiKBBI be welcoming B&Q installers as independent members, it will also be working with the industry to connect these installers with those retailers wanting the services from a national network of highly experienced installers.

BIKBBI announced that it will be holding a number of regional events in the autumn, inviting its Retail Installation Standards Partners to attend, along with its members, now over 5,500 in number!

So, whilst B&Q change direction, there is still a growing consumer desire for a ‘done-for-you’ service. This doesn’t mean the only option is that this service is bought by the consumer from the retailer, but clearly that is one of the options available to consumers looking for a beautiful new kitchen, bedroom or bathroom.

The British Institute of Kitchen, Bedroom & Bathroom Installation can provide a bridge between the consumer, retailer, industry and the installers, a bridge that has been traditionally tough to cross. The team are here awaiting in readiness to help installers and is looking forward to hearing from you.

www.bikbbi.org.uk