Brand communications manager of Blanco Tamsin Mills explains how educating consumers can raise awareness, drive sales through kitchen showrooms and build relationships

As a brand that has been at the forefront of premium kitchen solutions for nearly 100 years, Blanco understands educating consumers is key to growing a retailer’s reach and enhancing customer relationships.

For many consumers, navigating high-end kitchen products can be overwhelming.

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From multifunctional taps to integrated water filtration systems, the options available today require a greater level of understanding, which means consumer education is an essential part of the job for kitchen retailers.

Today’s homeowners are more discerning than ever, which for kitchen retailers means that beyond offering high-quality products they also need to inspire confidence, build trust, and ensure that customers are well-informed about the value of their investments.

Digital awareness

Aimed at driving awareness for the brand’s next-generation drinks system, Blanco launched a 10-week digital campaign for its Blanco Choice drinks system and to highlight the multiple benefits of a Blanco unit.

To be able to fully understand the target audience’s motivations and the most powerful places to reach them, Blanco invested in detailed consumer studies.

These showed that social platforms are the number one channel where consumers find inspiration.

Explaining features

Targeted campaigns are essential for raising awareness and driving customers to retail locations.

Offering clear informative content, that highlights the practical benefits of products, helps to educate consumers in a way that feels approachable and relevant to their daily lives.

By explaining more complex features, it empowers homeowners to feel more comfortable about exploring premium options in kitchen showrooms and in turn supports retail customers

Blanco’s digital campaign focused on educating consumers about how easy it is to customise the Blanco Choice.

The drinks system combines the Blanco Choice Icona semi-pro tap with the Choice.All water conditioning unit and the set up offers boiling, chilled, still, or sparkling water directly from the tap.

Through detailed digital content, how-to videos and in-store materials, the campaign guided customers on how to use the system, showcasing its practicality and versatility.

By educating consumers at this level, the brand not only increases product understanding but hopes to drive footfall to kitchen showrooms and support retail partners in the process.

Building relationships

Educating consumers also does more than just increasing initial sales, it can help to build long-term relationships, driving brand loyalty.

Loyal customers are more likely to make additional purchases and deliver word-of-mouth referrals.

When consumers are educated, they make more confident purchasing decisions, are less likely to experience buyer’s regret, and are more inclined to upgrade or invest in complementary products.

When customers understand how a product works, they are also more willing to explore high-end options.

Plus, they could be likely to remain engaged with the brand and explore additional offerings, for example sink organisation.

Furthermore, providing added value through promotions can encourage consumers to take the plunge on a new product.

Blanco is continuing to make consumer education a core component of its retail strategy.

In the last 12-months, the business has invested in supporting consumer awareness and engagement, showcasing its products at key events including the Ideal Home Show, Grand Designs Live London and Clerkenwell Design Week.

Blanco’s presence at these shows offers attendees the chance to interact with the products firsthand.

This direct engagement is important in building a trusted relationship between the brand, the consumer, and ultimately, the retailer.