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Editor’s Comment: Everything plus the kitchen sink
In this month’s edition of ERT we are taking a close look at how electrical retailers can move into selling fully fitted kitchens as an extra arm of their business. It’s something we’ve discussed before with various industry experts, but this time we’re looking at the latest kitchen design trends in greater detail and how indie retailers can build a bigger revenue-generating kitchen package around a simple appliance sale.
Many consider this a natural progression. It’s a very different sale for electrical retailers, because they have to install several displays and invest in the right people in-store to make the sale of the kitchen and then follow it through to design, supply and installation.
It isn’t something you can do by halves; the kitchen studios that I’ve spoken to in recent years have committed wholeheartedly and are doing really well. You’re not just selling a single appliance, you’re selling almost a complete room, and if you extend into worktops and tiling and other bits of furniture, it can be a very lucrative part of the business with excellent margins!
It’s a much easier process for the consumer, too; buying their kitchen furniture and appliances all in one place makes it simple and straightforward. And the thing that independent retailers are best at? Customer service. You’re not just the local, friendly electricals store but THE go-to place for home renovations and décor.
Consumers are taking on all kinds of interior projects these days to add value to their homes as an alternative to moving; they are replacing kitchens and bathrooms and seeking inspiration from design experts. Therefore, retailers need to ensure their showrooms are in tip-top condition and are inviting and interactive with usable products on display, backing this up with plenty of social media and online content to attract consumers’ attention and drive traffic into store.
The fastest growing form of kitchen inspiration is user-generated content with the likes of Pinterest, Instagram and TikTok. If you can share regular digital content to whet the appetite of your audience – for example, taking before, during and after pictures of your real life projects – this will give the consumer confidence in your abilities as a one-stop-shop provider and, ultimately, could lead to a big sale.
Of course, this can also be the case in the consumer electronics sector when it comes to custom installation. We talk about this quite regularly in ERT – and in fact there’s another instalment from AWE’s Stuart Tickle in this issue; the revenue opportunities with installation services of audio visual products are there for the taking. From a simple TV and surround sound setup, to a full-blown home cinema room (complete with sound proofing and lighting), the scope of possibilities for electrical retailers is very exciting indeed!
And if, in ERT, we can provide a bit of expert advice and some encouraging stories from forward-thinking retailers and manufacturers, I’ll be happy that we’re doing our job representing the trends and changes from across the industry.
Jack Cheeseman – Editor – jackcheeseman@ertonline.co.uk
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