Matt Brown, Head of UK Business, GROHE, LIXIL EMENA, explains how GROHE is supporting KBB installers stand up to the challenges of today’s industry.
Kitchen and bathroom installers are vital to GROHE’s mission to improve living spaces around the world and deliver sustainable water solutions for consumers to enjoy. Yet the expert plumbers and installers that form the backbone of our business are coming under extreme pressure as the sanitary industry evolves.
Simply put, installers are time strapped right now. The growing demand for eco-friendly home improvements that reduce water and energy consumption is keeping installers busier than ever. In addition, consumers are favouring sophisticated designs that turn the humble bathroom into a wellness oasis. Both of these trends require more intensive consulting and more complex products that can be time-consuming to install.
While this surge in demand creates a growth opportunity for kbb showrooms, installation companies and freelance installers, according to the USP Q4 2019 European Mechanical Installation Monitor report 65% of them on average are missing out on projects because of a severe shortage of skilled workers. Instead of expanding their businesses, these showrooms, and in turn, installers, are struggling to meet high demand with strained resources.
Tailored support
Our sub-brand, GROHE Professional, is committed to supporting installers, starting with products that make their lives easier. Our dedicated portfolio is designed with kbb showrooms, property developers and wholesalers in mind. Ultimately, those who rely on relationships built on trust and mutual respect with their installers. The product portfolio combines reliable quality and appealing design with clearly labeled packaging and hassle-free installation. With the GROHE Perfect Match design approach, we also offer products that are complementary in form and function and can easily expand a project into creating an entirely new kitchen or bathroom.
To help professional installers stay up to date with industry trends and the latest technology, we offer a comprehensive service and training package as part of the new GROHE + loyalty programme. Advantages for members include fast access to our customer service and technical experts, as well as product information. The programme also provides training in the installation and maintenance of products that members might not work with on an everyday basis, including the expanding range of digital products.
The benefits of the GROHE + programme, which was developed in collaboration with installers from different countries, also include displaying the names of successful programme participants on our website, increasing their visibility to consumers. Members also have the opportunity to connect with clients on the website, making it easier to attract new business. While they can also provide extended warranties, helping to strengthen their bond with customers.
Building for the future
The labour shortage in the installation industry is a major source of concern. In Europe, more countries report a shortage of plumbers and installers than of any other occupation, according to the European Labour Authority. The problem is intensified by the low numbers of young people entering the workforce.
The GROHE Installer Vocational Training and Education (GIVE) programme is designed to train the next generation of installers and map a path out of the labor shortage. It supports schools in creating a uniform approach to training by supplying modern equipment, teaching materials and a written examination that will set a new standard for the industry. Afterwards, graduates of these training courses receive assistance in finding work experience and even jobs.
Elsewhere, our digital communication platform, GROHE X, allows us to reach out to installers at all stages of their careers and provide online training in new skills and techniques to help them keep up with consumers’ expectations.
At GROHE, we know that only with the help of skilled, professional installers we can deliver on our promise to bring the “Pure Freude an Wasser” to our customers. The products and services we offer through GROHE Professional are designed to help them meet the challenges they face today and prepare for the future in our rapidly evolving industry.
