KBSA’s Alex Zandona: Why an independent retailer’s reputation is everything

In an era increasingly shaped by the trust economy, reputation has overtaken price as the most powerful driver of customer decision making in the KBB sector, says Alex Zandona, KBSA director and director at Artizan Interiors.

Independent retailers across the KBSA membership are finding that trust is no longer a nice thing to have, it is the foundation of sustainable, long-term success.

Alex Zandona, director at Artizan Interiors and KBSA director, says: “Most of our customers have already completed a kitchen or bathroom project in the past, and many come to us having learned, sometimes the hard way, that choosing the right company is critical to the overall success of a project.”

Kitchens and bathrooms are no longer seen as short-term cosmetic upgrades. Instead, they are viewed as major financial and emotional investments, shaped by changing housing patterns and ongoing economic pressures.

“We used to hear things like, ‘This isn’t our forever home’, which made it easier for customers to justify cutting costs,” says Alex. “Now we hear, ‘This is my last house’, or ‘I’m not moving again any time soon, so I need this kitchen to last’. That shift has encouraged customers to think longer term and justify larger budgets. The throwaway culture we once saw has almost disappeared, people are far more discerning and now see home projects as long-term investments rather than short-term fixes.”

While digital platforms have given retailers unprecedented visibility, they have also intensified scrutiny. Reviews, ratings and online commentary now play a decisive role in purchasing decisions.

“The internet and social media are brilliant tools, but they also shine a very bright light on what goes wrong,” says Alex. “As a result, customers are more cautious and fearful of being taken advantage of. Trust in the right company has become more important than ever.”

For many consumers, online reviews now outweigh price entirely. “Almost every customer will Google your business at some point,” he adds. “Anything below around 4.5 stars can raise concerns, so maintaining that level depends on consistent customer care before, during and after the project.”

Trust building now begins long before a customer steps into a showroom. Increasingly, customers want insight into the people behind the brand. “Being human is incredibly important,” Alex explains. “We consistently see higher engagement with content that shows real people rather than just finished spaces. Customers want reassurance about who they will actually be working with.”

Reviews remain one of the most powerful trust signals available, but only when actively managed.

“Many customers are thrilled with the end result but don’t always leave a review. Guiding them, suggesting what to mention or who to name, makes it far easier. Following up on reviews should be treated with the same importance as following up on sales,” advises Alex.

In complex home improvement projects, issues are inevitable. What separates the strongest retailers from the rest is how effectively those issues are handled. “The best companies aren’t the ones that never have problems, they’re the ones that solve them well,” says Alex. “Being ‘too honest’ can sometimes backfire and overloading customers with information can create unnecessary anxiety. But if something will affect expectations, customers should be told early, alongside a clear plan for resolution.”

Proactive communication is especially important. “If a customer discovers an issue themselves, it can feel like a cover up,” Alex adds. “Addressing it first reinforces professionalism and trust.” And, in some cases, protecting reputation means absorbing cost. “Spending a few thousand pounds to ensure customer satisfaction can prevent a negative review or the loss of a recommendation worth far more in the long term. Suppliers can be changed, a damaged reputation can’t.”

For independent retailers under pressure to discount, customer experience and trust remain the strongest competitive advantages. “From the very first interaction, it’s about building a relationship,” Alex explains. “Introducing key members of the team and clearly explaining the professional service you offer reassures customers and differentiates you from competitors.”

Demonstrating value and not simply selling at the highest price point is crucial. “If an expensive feature doesn’t genuinely matter to a customer, it’s important to say so. That honesty shows you’re focused on achieving the best outcome, not just spending their money,” concludes Alex.

“Ultimately, people really do buy from people and a warm, genuine relationship goes a long way. Trust can’t be manufactured – it has to be authentic.”