Research shows the invaluable relationship between bathroom installers and merchants, as explained by Tom Reynolds, Chief Executive of the Bathroom Manufacturers Association
Despite a prevailing air of economic apprehension in the UK in recent years, the home improvement industry, particularly the bathroom sector, has shown remarkable resilience and growth potential. This optimism is driven by homeowners’ increasing discernment in their home improvement ventures and the sustained value that professional expertise brings to these tasks.
Our research efforts, particularly a poll conducted by Opinium in 2022, highlighted a significant shift in homeowner behaviour. Homeowners increasingly turn to professionals for their home improvement projects, valuing the expertise and quality that skilled installers provide. This is especially evident in the bathroom sector, where the installer’s influence on the homeowner throughout the purchase journey is considerable.
Recognising this trend, we delved deeper in 2023 with a research project to understand the bathroom installer’s perspective on their role in the consumer’s purchasing journey. One of the most striking findings was that designing the bathroom space is a top challenge for homeowners. A quarter of installers reported designing all the bathrooms they installed, and 70% stated they designed at least half of them. This statistic underscores the critical role installers play in the installation and design phase of bathroom projects.
While consumers may often wish to incorporate specific designs or products in their projects, it frequently falls to the installer to manage their expectations. Advising customers about what can be achieved within a space, what the right products are and what timelines can be achieved is challenging. In addition, installers must also consider the supply chain so that should things go wrong, what can be recovered promptly? Having a merchant relationship that acknowledges these issues and can offer help and resolutions is crucial.
Since 60% of installers prefer to procure products from the merchant sector, the relationship between installers and merchants becomes paramount. Our research identified several key factors that make this relationship successful: a good rapport with merchant staff, reliable aftersales service, reasonable credit limits, and expert knowledge and advice. This symbiotic relationship benefits the installers, merchants, and end consumers by ensuring that good design remains a crucial outcome.
Benefits for installers
For installers, partnering with merchants offers several tangible benefits. Firstly, access to a wide range of products and staying updated on the latest trends and innovations is invaluable. Installers can leverage the merchants’ product displays and expertise to recommend the best solutions to their clients.
This relationship allows installers to confidently suggest new products, knowing they have the support and backing of knowledgeable merchant staff. Our research showed that 44% of installers would be confident to fit a new bathroom product if the merchant recommended it, illustrating their trust and reliance on merchants.
Furthermore, the merchant sector provides installers with critical aftersales support, which is essential for maintaining customer satisfaction and handling any issues that may arise post-installation. The availability of reasonable credit limits also helps installers manage their cash flow better, enabling them to take on more projects without financial strain.
Benefits for merchants
Merchants’ relationships with installers are equally advantageous. By fostering strong connections with skilled professionals, merchants can drive more traffic to their stores and increase sales. When installers recommend merchants to homeowners, it builds a reliable customer base and enhances the merchant’s reputation in the market. Our research found that around 39% of installers receive recommendations from merchants, indicating a reciprocal relationship that drives business for both parties.
Merchants also have the opportunity to influence and educate installers on new product developments. With many installers recommending products they have fitted previously (33%), merchants can introduce innovative solutions that enhance the overall bathroom design. This not only keeps the product offerings fresh and appealing but also positions the merchant as a leader in the industry who is knowledgeable about the latest trends and technologies.
Benefits for homeowners
Ultimately, the collaboration between bathroom installers and merchants greatly benefits homeowners. They receive expert advice and access to high-quality products, ensuring their bathroom renovation meets the highest design and functionality standards. With installers playing a significant role in the design phase, homeowners can rely on professional insights to overcome the challenges of creating a perfect bathroom space.
The synergy between installers and merchants ensures that homeowners get good value for money and reliable and long-lasting products. Installers frequently recommend the ‘fit and forget’ category of products, which provides homeowners with peace of mind, knowing that their investment is sound and their bathroom will stand the test of time.
The partnership between bathroom installers and merchants is a cornerstone of success in the bathroom design and installation sector. It drives business growth for both parties, elevates the standard of home improvement projects, and ensures that homeowners receive the best possible outcomes. By strengthening these relationships and focusing on mutual benefits, the industry can navigate economic challenges and continue to thrive.
APHC Commentary: we fully endorse the points made here by Tom at the BMA regarding the importance of the installer/merchant relationship when quoting for bathroom renovation work with customers. Today’s customers tend to be very discerning when it comes down to selecting equipment, surfaces, materials & colours and that’s where having that relationship with your merchant partner and using their showroom and design services can really streamline the process for the installer and make for a more hassle/stress free purchase for the customer.