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In an Ideal Bathrooms survey, just over 2-years ago, 59% of respondents said they would purchase a new bathroom suite from a bathroom retailer or showroom compared to just 9% from the Internet. During the short period of time since then, the Internet has become a real threat to retailers. Whilst at present, this is mainly for smaller boxed items, which are easy to package and handle, such as taps and shower kits, it is highly likely that these Internet traders will soon be selling complete bathrooms.
However, the consumer still has a need to touch and feel the product and often needs advice from the specialist - the big opportunity for the retailer to fight back against the cut price Internet traders.
The retailer must reinforce his position as the bathroom expert and the essential place to visit for sound product knowledge, installation advice and after sales care - none of which the Internet provides.
The distributor’s role is to support their customers with rapid deliveries, special offers, large stock holdings and a helpful technical sales team.
Unfortunately for showrooms, some distributors deal direct through the Internet with the retailer’s traditional customers. My question is “Why trade with someone who does not respect your business?” Remember you have buying power to take your business elsewhere, to someone who supports you, not competes with you and takes away the profitable, high value sales which could and should be the retailer’s.
For further information please contact 0800 634 2600 or visit www.idealbathrooms.co.uk
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