Forced to fit
Our manufacturer on the street looks at consumer attitudes to purchasing bathrooms and kitchens and asks are installers, ultimately, to blame? Who is the author? Sssh, it’s a secret!
As we approach the order cut off point for pre-Christmas sofa and household furniture delivery it’s interesting to consider the different consumer attitudes to these purchases versus bathrooms or kitchens. As the TV is full of adverts proclaiming the ability of the major chains to ‘guarantee’ pre Christmas delivery on sofas costing well under £500 retailers and manufacturers still encounter daily demands for next-day delivery of bathrooms or kitchens, costing several thousands.
Installer next-day demands
Demanding large discounts
Even the discount requirement is different. How often do consumers walk into the furniture chains demanding 25% discounts? Again, perhaps this is driven by contact with installers promising discounts from retail prices in merchant catalogues. But how much of it becomes a self-fulfilling prophecy? Particularly, when in these current tough times, with us all scared to lose a sale and therefore placing even more power in the consumers’ hands. Is it time for us, as an industry, to stand up and make clear to consumers that by purchasing from a specialist retailer they are investing in a level of service and after-sales support they simply wouldn’t receive from large chains of retailers, including the household furniture groups. And, therefore, if they want such high levels of discount, they should look outside of the premium bathroom and kitchen retail network.
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