Distributors need to increase their initiatives in economic downturn

Comment by MARTIN CARROLL, Managing Director, Ideal Bathrooms

Published: 13 January, 2009

There's no doubt about it, the bathroom market is much more difficult than it was 12 months ago. People are simply holding back on spending whilst the world sorts out the credit crunch. But householders do want to continue to improve their homes even if new housebuild has virtually stopped at present.

The bathroom retailer is having to fight hard for sales and wants as much help as possible from the distributor to help them in these challenging conditions. The progressive distributor is in there with the customers, introducing marketing initiatives to generate business.

Special prices on selected products are one way for distributors to help retailers stimulate the market. Similarly, special promotions that add value make very attractive offers for potential customers and these can be further promoted in-store.

The development by the distributor of ‘own brand' products, with guarantees on performance, can also offer extremely competitive prices and good margins for retailers who want to offer additional options.

Special offers on display suites and assistance with showroom design, together with advice on best selling suites, can help to add that extra ‘wow' feature in the showroom, which creates awareness and potential customer visits.

And of course all these initiatives have to be backed up with next day deliveries, the full range of service support and the best selling brands.

For further information, please contact 0800 634 2600 or visit www.idealbathrooms.com