BORA’s Andy Cummings: Why the customer journey doesn’t end when the kitchen is finished

Andy Cummings, group lead ASM UK at BORA, explains why the cooktop filter is the perfect reason to build an ongoing with your customer – after all, it might pay dividends in the future.

When a customer’s kitchen is completed, the assumption is often that the journey is also complete. The kitchen has been designed, delivered, installed. Job done. But for me, and many of our partners at BORA, that is not the end. That is where the next phase begins. One small component, often overlooked, plays a surprisingly powerful role in what comes next: the activated charcoal, otherwise known as odour, filter.

In the BORA world, we talk about cooking in fresh air. That is not just a slogan. It is a core part of the customer experience. And it is entirely dependent on well-functioning filtration for our cooktops. Grease and odour filters ensure that kitchen air stays clean, odour-free, and comfortable. When filters are doing their job, nobody notices. But when they are neglected, the difference is undeniable, at least to those not already nose blind. Nobody wants to walk into a house that smells of stale grease or last night’s dinner!

That is one of the key points here. Over time, people stop noticing smells in their own homes. Cooking odours, particularly from strong-smelling foods like fish, can linger and settle into the background. Without timely replacement of the odour filter, the effectiveness of the entire extraction system quietly deteriorates. Air quality drops, and the premium performance the customer paid for starts to slip.

At BORA, we have invested in filter quality for exactly this reason. Our activated charcoal filters, for instance, include an anti-fish layer to neutralise persistent odours that most systems would simply recirculate. But no matter how advanced an odour filter is, it has a shelf life. If it is not replaced regularly, the system cannot perform as designed.

And this is where I see a real opportunity for kitchen retailers.

Think of it like this. When someone installs a boiler, their heating engineer does not disappear. They come back. They schedule a service. They maintain a presence. Why should it be different in kitchens? For retailers, the need to change an activated charcoal filter is a perfectly valid reason to re-engage with a customer. Not to resell the kitchen, but to keep the conversation going, to remain relevant, and to provide a level of service that reflects the quality of the original installation.

It could be as simple as a reminder, a quick email or message saying: “You are due a filter check. Need a hand?” It could evolve into a service offer: “We will come and replace your activated charcoal filter and check everything is running perfectly.” Or it could open the door to something else entirely. Maybe they are thinking about a new tap, or they want to adjust cabinetry, or perhaps they have had such a positive experience they would be happy to refer a friend. Offer a small gift or incentive in return, and now you have created an advocate, not just a past customer.

Some of our most successful dealers use filter replacements as part of an ongoing service strategy. They schedule check-ins. They build it into their post-sale timelines. They make it clear from the start that looking after your kitchen is not a one-time event. It is an ongoing relationship.

In a world where margins are tight and customer loyalty is hard-won, it is these small, genuine touchpoints that set great retailers apart. Odour filters may not be the headline feature of a kitchen, but they are a vital part of what makes the whole system work. And in the hands of the right retailer, they are also a smart way to keep the relationship fresh.