Head of marketing and customer experience at Tissino Helen Ray-Dennett on how suppliers can support retailers in challenging economic times

2024 remains a year of uncertainty for the KBB sector, with challenging times still ahead from both an economic and political perspective.

It means that our industry needs to work more closely than ever before to ensure that many retailers – and manufacturers – survive.

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Independent retailers, have, by and large, set out their stall to attract mid to high-end homeowners as these are the individuals who are willing and able to pay a premium for both products and turn-key services.

However, we know it is the middle class that has been squeezed the most and are now delaying home renovation projects, especially big-ticket ones such as bathrooms.

Those that are buying are at the higher end, with more disposable incomes, are seeking out quality and design-led pieces.

If this is the state of play at the moment, what can manufacturers do to help retailers weather the on-going storm?

Brand protection

First and foremost, manufacturers, especially those with product portfolios aimed at the mid- to-higher end should be doing everything possible to protect their brand.

Consumers want to know they are investing in products with brand value, and this can only be achieved when it is looked after and carefully managed.

This includes being protective over where and who sells your product. It is something Tissino gives great importance to with the Esclusiva showroom-only range.

To better support retailers during these challenging times, the Esclusiva range has been extended to all of our bricks and mortar retailers to provide access to premium products protected from online sales.

Often a hot topic of debate in our sector is online only retailers selling products at hugely discounted rates; rates that often retailers are unable to match.

Allowing products to be sold in this way is a race-to-the-bottom for our industry and undermines relationships along the way. And it is these relationships that help to weather the storms.

Relationships built on mutual trust and loyalty, with manufacturers holding to their side of the deal through the likes of proper product training, pre- and post-customer service and in-person point of contact.

Stock access important

On the back of who and where products should be sold, is the on-going issue with stock levels and access to stock.

While a lead-time is considered the norm, not delivering when you say you will not only puts retailers projects and relationships with their customers at risk, but also your own.

Access to stock and being able to fulfil orders that have been placed is absolutely critical at a time when there is so much uncertainty in our sector.

Retailers may wish to seek out manufacturers with UK or European manufacturing capabilities as, while not a 100% guarantee that supply chains are bullet proof, it certainly helps compared to supply chains from the Asia or other continents.

If this isn’t possible, manufacturers could look to increase stock levels to ensure they are able to fulfil orders and provide retailers with the products to complete sales.

Marketing and product support

We’ve also seen an increase in manufacturers with marketing departments investing more in supporting retailers through innovative methods.

Along with investment in consumer marketing and PR activity, to drive brand awareness and footfall into retailers, manufacturers are providing retailers with  tools to promote their shop and products on social media.

This does much of the heavy lifting for them. Other ideas include more tailored approaches to displays and helping to maximise how to get the best out of a space while showing products to their full potential.

Finally, product development is crucial, especially when considering the aesthetic change that bathrooms have undergone in the last several years.

As much attention is now given to bathrooms as any room in the home and, as such, manufacturers need to be offering products that not only match demand but lead it.

There also can’t be huge lead-times with product development, anymore, as trends are continuing to evolve.

However, what is also clear is consumers are moving away from the throw away culture to one where they invest, making quality purchases that will last.

These two areas need to be closely aligned to deliver what our industry needs.

There is no denying it is a tough market out­­ there, and this is just a snap shot of what manufacturers may offer retailers to bring greater certainty and help at a time when it is needed.