4 minute read
THOUGHT LEADERSHIP
EMBRACING DIGITAL:
WHY BATHROOM RETAILERS NEED TO FACE THE FUTURE
It could be argued that the digital revolution has been ongoing for decades, but one thing is for certain – 2020 was the year it truly came into its own.
As the world locked down and stayed in, for many businesses (and people) the only way to continue working and socialising was virtually. From Zoom meetings and online audiences to test and trace apps and e-commerce, for much of the past 12 months, if you couldn’t do it online, you couldn’t do it at all.
With more and more consumers choosing to browse online even before the pandemic, this all goes to highlight why it is imperative that bathroom retailers and merchants make their presence felt.
Earlier this year, Alex Ainge, Managing Director of Compusoft, considered the future of bathroom retail in a piece for KBB Review, coming to the conclusion that it did, indeed, need to be digital.
He wrote: “Retailers have had to be inventive to attract potential clients. From online appointments and virtual showroom tours to connecting on other online platforms, retailers’ determination and creativity has been great.
“And while, at some point in the future, things may go back to how we remember before the pandemic hit, there is also a chance that some of the changes brought about by Coronavirus, might stay with us for the long term. If this is the case, how do we adapt to the ‘new normal’ and continue to thrive?” 95% of respondents have a company website 1% on last year
5% can be used for online purchasing 2% on last year
To be seen
According to our 2020 Industry Report, while 95% of respondents had a website, only 5% of those could be used to make online orders. That’s because, particularly in pre-pandemic times, a website is a key way for potential customers to find out about businesses.
Social networks are a fantastic way of boosting business, however as we get more digitally savvy, there are many more tools that can be used.
A website gives off a far more professional image, tailored, with your own branding and fuller details of what you offer. It can also be used to add value to your brand, with longer-form content such as blogs on bathroom trends, testimonials and case studies to add weight to your expertise.
Feeding social
That’s not to say social media isn’t important; it is, and in 2021, we would argue that a presence on at least one platform is vital.
61%
of respondents have increased their use of digital technology during lockdown
Sites such as Facebook and Instagram offer a direct route to your customers, as well as an interactive space to communicate and spread awareness. Customers can interact with you in real-time, asking questions and, most importantly, leaving feedback.
Being open in this way and encouraging customers to interact with you is also a valuable way of creating a sense of trust and openness for your business.
You can also use your social media feed to link back to your website, sending much-needed traffic to it which will boost your SEO rankings to help you appear further up in Google search results.
the digital technology respondents invested in in 2020
28% 31%
18%
6% 12%
6%
Informational website Transactional website line On meetings Social Media Internal System Improvements Other
Virtual Showroom options from Virtual Worlds
Buy, buy, buy
While most of our Industry Report respondents had a website (95%) and a social media presence (91%), there was one aspect in which many were lagging behind – e-commerce. And, while bathroom products may not lend itself to online retail in the same way as clothing or toiletries, we believe e-tail is the next digital revolution the industry needs to get behind.
Our research found that nearly 60% of bathroom retailers made none of their sales online, although it will be interesting to see how this figure changes as we adapt to new ways of working and shopping.
And, beyond the impacts of the pandemic, an e-commerce site can open up a whole new market for retailers. No longer limited to those who can travel to a showroom to make an in-store purchase, online sales mean the country is your oyster.
The world has become digitised, and the pandemic has only heightened the effect.
To keep up with competitors and consumers, it’s important that bathroom retailers are not left behind when it comes to moving forward.
Key facts from the 2020 Ideal Industry Report:
While 95% of retailers have a website, most of them still aren’t using it to make sales
Social media use is popular with more than 90% of retailers having a presence on at least one platform
Confidence across the industry remains high, despite the pandemic
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