Abode's Leanne Stansfield – Understanding your customer's buying criteria

As the latest brand intelligence reveals that 80% of UK consumers want to experience a product firsthand before they commit to buy, Leanne Stansfield, digital & marketing director at Abode, explains how in-store product variety is key to success.

Product and brand variety is a crucial element of ensuring your business and product offer stand out in a highly populated marketplace. Greater variety not only increases the chances for product discovery but also engagement from a wider, more diverse customer base, which over the last 12 months has led to a 200% rise in online search data for boiling water taps. By displaying a comprehensive range of product designs from several different brands, independent retailers will have a better understanding of their customers’ needs and style preferences, while being able to personally address any concerns on price, compatibility, and ease of use in the presence of the customer.

Given the level of variety in kitchen design, it’s never been more important for UK independents to align with their customers’ expectations as today, even functional products like boiling water taps need to compete on choice, aesthetics, user benefits, and value.

SHOWROOMING: Attraction is a critical step in the customer journey and today, there is a growing expectation for retailers to create a personalised experience when end users are making time to physically visit a showroom. The latest market statistics prove that consumers want to view a product in-store before completing the purchase and as primary kitchen components typically sit within the luxury category, providing an environment that attracts customers to touch, feel, and see what they’re buying is what gives retailers the edge over online shopping experiences. 

By offering a high-touch showroom experience, retailers enable customers to explore product lines from different brands to make informed decisions, and benefit from knowledgeable staff on-hand who can offer immediate, expert advice and more personalised product recommendations. Showrooming is a key indication that the customer in front of you is already in the decision-making phase but remember, most are looking to you to validate their final decision, and this provides a prime opportunity for upselling. Through considered product displays and targeted questions, you’ll be able to establish clear intent, usage scenarios, preferred styles, and budget limitations to ensure your customer can buy with confidence.

Boiling water taps are a must in both classic and contemporary kitchen environments, with the majority of customers seeking out brands and businesses that offer a wide breadth of choice, which is why Abode believes the retailer knows what is best to display in their showrooms, for their customers.

PRODUCT VARIETY: Although there is great value in offering a comprehensive range of products, be careful not to overload choice. Instead, display products that offer a point of difference, and cater to unique needs because the latest reports show that 73% of consumers expect tailored experiences in-store supported by broader, more experiential product ranges. Increasing customer satisfaction will also breed greater loyalty and so partnering with a brand that offers high-profit items, will mean customers can select from a rich catalogue of boiling water taps as style trends and product requirements change over time.

Ultimately, today’s customer is motivated by a freedom to choose, and by ensuring the right level of functionality, finish, and design options, you can pair their choice of tap with the kitchen sink, cabinet handles, lighting solutions, and even internal fixtures and fittings. Couple this degree of personalisation with a desire for advanced safety features, added convenience, and ease of use, and the boiling water tap has become a key ingredient in both the kitchen space and everyday life. 

FEATURES & BENEFITS: From enhancing water quality and flow through to user ergonomics and safety features, functionality provides the opportunity to solve real problems such as quiet, smooth water delivery, ease of use, and time-saving benefits. With so many product qualifiers, the sale might come down to what benefits matter to the end user most, e.g. easy-to-use controls, low noise levels, optional eco modes, freedom of installation, and even project parameters like meeting Part G of the UK Building Regulations (England and Wales) that addresses hot water safety and efficiency in new and converted homes.

All Abode boiling water taps are Regulation 4 compliant in accordance with Part G(3). Furthermore, all boiling water taps, filters and boilers are third party tested in accordance with regulations and either already hold a WRAS approval or are WRAS pending. 

GREEN INCENTIVES: When it comes to the UK high street, sustainability is still considered a luxury over mainstream advantage, so it comes down to retailers to share the long-term savings available with their customers. Whether the model reduces single-use plastic in the home, optional flow restrictors that limit water flow to just 5l/m or is part of a product recycling scheme, boiling and filtered water taps continue to interest conscious consumers who demand long-term rewards without sacrifice to quality or performance.

All Abode boiling water taps are designed with a 2-stage safety handle on the left, which ensures a smooth sputter-free water flow, and the cold start mixer handle on the right provides significant energy savings. Abode boiling water taps are also supplied with a water optimisation filter, which prohibits limescale build up and guarantees superior water quality with every cup.

RETAIL SUPPORT: Unlike single-category specialists, Abode provides UK retailers with a fully integrated kitchen solution spanning boiling water taps, mixer taps, sinks, and co-ordinating accessories, which means designers and end users alike can specify an entire kitchen scheme, from one brand.

Over the past 2 years, the company has listened to both its retail customers and the end user to gather valuable insights into the market, and how best to serve it. The results are used to refine existing ranges and develop new collections that better address real-world needs. This approach has driven innovation across several product categories including the new range of boiling water taps, and additions to its sink portfolio.

From Abode’s in-house expertise in Barnsley to ongoing investment in insight-driven development, product testing, training and customer support, it is committed to helping its retail partners succeed – not only through what it makes, but through the knowledge and service it provides.