RETAIL INSTALLATION FEATURE

CHANGING FACE OF RETAIL INSTALLATIONS

With recent news that Homebase, now owned by Australian DIY giant Bunnings, has changed its installation proposition, we explore the various models being operated by UK retailers and why some seek change as part of their strategy.

Over the years, retailers have adopted a number of ways to sell KBB products to their customers, but what has become ever apparent, is the consumer expectation that an installation service, or 'done-for-you' (DFY) is available.

The rise and fall of DIY programs in the ‘noughties’ and the current trend for TV shows highlighting the failures of DIY attempts, is enough evidence to suggest that the old fashioned do-it-yourself approach for the masses is becoming a thing of the past. Quite frankly, these days, most of us lead busy lives, especially mid-week and therefore greatly value any spare time and prefer to use it to pursue past-times, hobbies, sport or even just rest rather than devoting valuable weekends and evenings working on the home.

It therefore came as a bit of a surprise to many that Homebase, who operated a turnkey installation service to its customers, has now changed its fitting service, opting for a 'recommend an installer' model. The new model is

'A fitted service for customers is still the preferred option for most retailers operating nationally.'

very much in its infancy, so it’s far too early to make an informed assessment as to its future success, but the move has certainly caused a stir amongst some in the industry.

What is abundantly clear is that retailers are choosing very different operating solutions when it comes to installation, thankfully though, a fitted service for customers is still the preferred option for most retailers operating nationally.

For example, BiKBBI Installation Standards Partner B&Q, whilst restructuring its management team last year, is now offering an installation service to its customers under the Homefit division. Furthermore, the fast-growing retailer Bathstore, is experiencing phenomenal growth to its installed service. Both models are delivering an expert installation service, fully managed by the retail brand.

Wickes are also reporting huge successes from their installed-for-you business model, sub-contracting installations to their growing national network of self-employed installers. Magnet has offered their full-circle-service for years, providing a full turnkey solution to its customers too.

John Lewis Partnership recently announced a significant restructure as they strengthen its kitchen and bathroom model by centralising services to the North West and focusing on improving its customer experience, as they are best known for of course. This is also a business that is investing significantly in providing an enhanced

'John Lewis Partnership recently announced a significant restructure as they strengthen their kitchen and bathroom model.'

service proposition to its brand loyal customers, utilising new technologies and essentially giving its customers what they want.

So why are some retailers considering a different approach?

Let's face it, the KBB industry is a complex beast. Ever evolving and technically advancing product, design, designers, logistics, installers, installation, regulation and an obvious skills-shortage is just a few ingredients of what could be a perfect storm, if retailers make poor decisions that is.

However, clearly this is a multi-billion-pound sector that has a lot to offer. Installation does not help the complexity of this industry, if you're pessimistic and particularly inexperienced in the world of fitters and fitting.

There is no doubt that a professionally run installation model will add fixed costs to any business. There's the obvious cost around people and processes, but there's the benefit of managing customers and their expectations too. This said, installations can be a great profit generator, whilst providing customers with what they want. The industry spends millions each year developing products, investing in people, property and proposition. It produces innovative offerings to the modern consumer, houses it within high cost digital platforms, within beautiful showrooms, sold by professionals. It then manufacturers, distributes and delivers products to consumers - all at significant cost.

'Installations can be a great profit generator, whilst providing customers with what they want.'

All of this investment is left in the hands of an installer, in many cases an unknown entity. So, does it therefore make sense to ensure that those responsible for representing brands and often the last taste of the industry the consumer has, are properly trained, supported, managed and represented?

Whatever route the retailer takes, installation should be viewed as an important ingredient to the overall success of the industry and its respective businesses. Without the professional installer, arguably the industry would be reduced to tatters.

Recognising the modern consumer expectation, installations should be viewed as a credible route to attain control, as well as a way to facilitate sale of product, which is of course the key driver for retail.

A professionally run installation proposition can give consumers what they want, increase control over those responsible for installing brands into homes whilst providing a pathway for the facilitation of sales. For us, it’s a no-brainer, but we do understand that it's a considered move,

'Whatever route the retailer takes, installation should be viewed as an important ingredient to the overall success of the industry '

bearing in mind the fixed costs associated with installation.

Bunnings is a hugely successful business in the southern hemisphere and have exciting plans for the UK with its new business model including the acquisition of Homebase. All eyes are no doubt focused on how the new business will evolve over coming months, so we may very well see one or two follow suit (or not) depending on its future success.

Whatever the model, consumers want choice and British retailers have risen to the challenge which is great for everyone.

WHAT WOMEN WANT

"I always get a positive reaction as a lot of customers are more comfortable with a female tradesperson in their home."

The BiKBBI welcomed its first female member in 2014 and has since seen a steady rise in women applying for membership. Mariia Romanyshyn is the owner of R & D Building Limited, a specialist bathroom installation company that’s based in Harrow, Middlesex and in January became the institute’s newest female member. BiKBBI Communications Manager, Nicole Mercer, met with her to discover why she chose installation as a career.

Mariia, originally from Ukraine, began a new life in the UK in 2012, moving here with her partner and nine year old daughter. Mariia initially studied for a career in customer service and cites this as a key ingredient for success in her new career as a bathroom installer, she explains, “I originally came to the UK for its international community and it’s a great place to meet new people, learn new cultures and to learn a new language.” She continued, “Whilst I was studying, my partner’s friends who were tradesman colleagues asked me to use my customer service skills to help them with their businesses. I assisted them with surveys and quoting for new work and it got to a point where I was virtually running their businesses and I

subsequently realised that I could do this for myself, hence the change in career direction.”

Mariia has worked with a number of tradesmen and has also undertaken various plumbing courses, as well as a great deal of onsite learning. She launched her own business in 2014 and is now primarily working with Bathstore.

What do you like most about what you do?

I enjoy creating projects to fulfil customer’s dreams. Creating something from nothing is very satisfying. I enjoy the design elements of installation and helping customers make decisions.

What do you dislike?

Like with most installers it’s definitely the dirty work. Ripping out old products is my least favourite bit, but creating new designs and installing stunning new bathrooms is very satisfying.

How do you find your customers react to you?

I always get a positive reaction as a lot of customers are more comfortable with a female tradesperson in their home. Maybe it’s a female thing but they also seem to trust what I say from the initial consultation and as I’m sure you realise, building relationships upon trust is so important to a successful installation.

How do male colleagues view you?

I’ve grown up around male tradesmen, so their reaction to me is generally positive. I feel I get treated the same as the other men because they see value in my work and my general contribution. I also helped a lot of the male workers around me with their own businesses over the years, so they can see what benefits I bring to the party.

Is this a career you'd recommend to other women and why?

Yes, but this type of work isn’t for everyone either male or female! You've got to enjoy hard work, troubleshooting and getting dirty. I’d definitely have no hesitation in recommending it as a career as good tradesmen are in short supply these days, so work is plentiful.

Can women possibly compete with men in this industry?

We already are and in some instances, we’re better. We bring a different ingredient to the profession, largely around our ability to listen and respond to what the customer wants. In today’s world, customer service is fundamental and women seem to excel in this area.

What would you say to those who doubt the ability of women in trade professions?

I’m not offended by those who doubt our ability, but I feel that they really should work with a few female installers before making judgement.

What's the key to a successful tradeswoman?

Loving the job and making the customer happy. It's as simple as that.

If you had one wish, what would it be?

I wished I'd have studied architecture, allowing me to get involved in more complex building projects. It may be something for the future perhaps.

If you weren’t a bathroom installer, what would you be?

I’d loved to have opened my own restaurant where I was able to give people a great dining experience. Again, perhaps one for the future!

As a worker from overseas, what's your view on BREXIT?

Being from the Ukraine, BREXIT doesn't directly effect me as I had to initially apply for a working visa to create a new life here in the UK, but I’m sure that it will have consequences for my business through how BREXIT impacts on all those living here in the UK.

I understand why people voted for BREXIT as my view on immigration is quite sympathetic to British people in many ways. I believe that if a person brings skills and a true worth to a country and doesn't just come to claim from the state, then I can only see benefit for all. An international community that works together and contributes financially and socially to make a country great has to be a good thing. However, those who see the UK as a free ticket should be viewed differently.

What do you do when you’re not installing bathrooms?

First and foremost, I’m a mum. I work my career around caring for my daughter and I’m always there for her though my partner does support me when I’m 

surveying and we work well as a team. Outside of work, I enjoy keeping fit at the gym, reading and sewing. My daughter and I are keen artists too as painting is a real passion of ours.

"I’d definitely have no hesitation in recommending it as a career as good tradesmen are in short supply these days, so work is plentiful."

Final word goes to the BiKBBI’s Nicole Mercer who says, “Whilst it’s hard to believe that in 2017 some still question the ability of female tradespeople, it is clear that Mariia proves any doubters wrong. For me, gender is no obstacle to becoming a successful installer in the KBB industry and what’s most important is that they demonstrate skill, attention to detail, business prowess and a determination to be the best they can.” She continues, “The BiKBBI applauds and supports anyone, whatever race, creed or gender they may be, who shows commitment to the industry by striving to achieve excellence in the homes of consumers who, after all, invest heavily in our sector.”

Corefix - Ultra Strong Dot & Dab Wall Fixing - Launch Offer

make it safe

STEEL CORE BRIDGES GAP

24 x trade box RRP £18

+vat

100 x installer tub RRP £65

+vat

MASONRY VOID PLASTERBOARD

call us quoting 090780 for an RRPEXTRA 10%OFF

“No More Bowed Plasterboard!” 250KG • Fast and secure for BBK installers • Tested to 250kg • Won’t bow or crush plasterboard 90KG • Standard tools only required

SAFE

kitchens bathrooms bedrooms

METEX

Innovation for Construction 0800 130 3646 0800 130 3646 | metexonline.com