6 minute read
PRODUCT FEATURE Sanitaryware
Margaret Talbot Marketing Manager, Vitra UK.
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EXPAND YOUR CUSTOMER’S HORIZONS
It’s quite incredible to think just how much bathrooms have changed and how essential they’ve become to everyday living. Within a span of about 100 hundred years, the humble lavvy has gone from a communal outhouse, to a domesticated and even luxurious room in the home, caring for the user’s every need. It’s not a matter of just practicalities anymore either, but good bathrooms are ‘considered’ and add a stylish design element to a home.
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Bauhaus Svelte wall-hung WC
Crosswater Waldorf washbasin WC and bath ... cont It’s this steeped history that installers can be up against sometimes. Everyone seems to have heard a story from a friend or relative about a leaky or bad bathroom, whilst the million and one perfectly good bathrooms can be overlooked. Any good installer will want to protect their reputation and will go to products that they can be confident in and trust to deliver durability and longevity. Whilst customers might be price led, this can always be countered with the argument for performance and reliability. Sales Director at Perrin & Rowe, David Cole, advocates: “Don’t let your customers settle for lesser quality; the short term savings will not out weigh the difference in long term value. Make sure the product you’re installing reflects your own level of quality and business principles.”
David Cole, Sales Director, Perrin & Rowe.
Perrin & Rowe traditional collection brassware at Sofitel St.James Hotel London Whilst fitting a bathroom may not seem like a big deal to those that install them, it’s important to remember that consumers can often feel nervous and unsure about the whole process. Sharing with potential customers your credentials when starting any job can seem like a no-brainer, but it can be easily overlooked. By simply helping to set anxieties aside at the beginning, the process of then choosing and installing a bathroom can be met with excitement. Marketing Manager at Vitra UK, Margaret Talbot, explains: “Consumers can be anxious
... cont about the upheaval process that can come with installing a new bathroom and this can be exacerbated by horror stories about bathroom leaks caused by ineffective products or poorly executed installations. You can alleviate these concerns by firstly talking them through the accreditation process that an iKBBI member goes through to prove that you as an installer have the proven necessary skills to fit their bathroom properly. Secondly, you can explain how reputable bathroom manufacturers thoroughly test their products to meet set required standards. For example, at Vitra we meet British and European standards and are accredited to ISO 9001, ISO 14001, EN 16001 and OHSAS 18001. Vitra also conforms to WRAS flushing standards, BREEAM requirements and UK Building Regulations. These accreditations ensure compliance with applicable laws and regulations, as well as encouraging minimal environmental impact during the process of design and manufacture of our products.”
When customers are relaxed, happy and excited about a project, it makes it simpler to open them up to new ideas and trends, rather than just getting them to trade like-for-like. We spoke to several brands about the latest bathroom products and one thing became very clear; if there’s one trend to take notice of it’s the rise of wall-hung sanitaryware. Margaret shared her enthusiasm: “Wall-hung WCs and bathroom products are really trendy and can give a bathroom the wow factor, as the floor is left clear and all the unsightly pipework for the WC is kept out of sight. This makes the bathroom feel more high-end as it creates a really minimalist aesthetic. This can be achieved using our wall-hung frames, WCs and stylish flush plates. The flush plate can also add a striking element, with designs in gold, white and black finishes, in addition to the typical chrome options.” Product Manager at Geberit, Graham Aird, also spoke favourably: “Consumers are increasingly opting for wall-hung sanitaryware in order to achieve a sleek, minimal bathroom design as it frees up floor space.”
Graham Aird, Product Manager at Geberit
It might seem to us that wall-hung sanitaryware has been around for donkey’s years, but most consumers are still just catching up with the very idea. There can be quite a lot of confusion about how it works, how you perform maintenance and will it withstand even if big ol’ Uncle Joe visits. Head of Marketing at Roca (UK), Georgina Spencer, commented: “Consumers are often anxious about installing products in their bathroom that they aren’t familiar with. Take wall-hung sanitaryware for example. Many consumers worry about the workings of a WC being hidden behind a tiled wall and some are even concerned about whether it can hold sufficient weight. They may love the look of wall-hung, but be nervous about how it will fare in the future if there are any maintenance issues. Simple reassurance from a good installer that all the working parts of the WC can
be accessed via the flushplate without disrupting the tiling is often all it takes to get consumers to trade-up to this look.” It’s not just the final product, but the simple installation process that should also be explained. Graham elaborates: “Incorporating a wall-hung frame into the bathroom is no more complicated than boxing in the pipework and drainage for a toilet and cistern that sits in front of the wall.” Whilst it’s easy to take this knowledge for granted, it’s useful to remember that most customers will be completely unaware of these facts.
Roca’s In-Tank Meridian WC By taking the time to understand the potential anxieties of your client, you can utilise your expert knowledge to help guide them through the process and make sure they get the most out of their new bathroom.
Bauhaus www.bauhaus-bathrooms.co.uk Crosswater www.crosswater.co.uk Geberit www.geberit.co.uk Roca www.uk.roca.com Vitra www.vitra.co.uk Perrin & Rowe www.perrinandrowe.co.uk
Georgina Spencer, Head of Marketing at Roca (UK)
