Keith Wilson, Kbsa board member and owner of Perth Kitchen Centre, considers customer recommendations as part of a marketing strategy

Marketing means different things to KBB retailers. It is often considered something that should be done, if only there was more time, understanding, or money available.

Many KBB retailers are family businesses run by a small team or even a single owner and with so many things to juggle, marketing can find itself at the bottom of the to do list.

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It can present more of a challenge, in today’s digital world, with the use of social media and digital marketing increasing, and new platforms and technologies emerging.

Human connection

There will be benefits to harnessing the power of the most up-to-date marketing tools, but a kitchen is a big-ticket purchase and at the heart of such purchases is a human connection, with relationships and trust a vital ingredient. Working at being approachable and building a comfortable relationship, where both parties treat each other with respect, is important. When these values are at the core of the selling process, delighted customers will spread the word for a retailer, making customer recommendations a powerful marketing tool.

Jeff Bezos founder, executive chairman, and former president and CEO of Amazon, has endorsed this view with his quote, ‘The best marketing is word of mouth marketing.’

Walt Disney also supports the customer care commitment with his quote, ‘The goal of marketing is to create a customer who is so loyal they will never consider buying from anyone else.’

Making the customer experience the heart of business is key to converting more enquiries into sales and winning new business from repeat customers or recommended ones.

A happy customer will tell their friends; an unhappy one will complain to anyone that will listen.

In-store experience

Listening to a potential customer is the first step, engaging with them, making them feel valued and demonstrating a passion for what you are doing.

Asking the right questions and interpreting answers, provides the information a skilled and experienced designer can use to present the customer with what they want, at the right price.

Business owners, the sales team and designers that sell should utilise their own personalities to build rapport and make an impression on potential customers.

When this process is done well, the retailer will have gained the trust and loyalty of that customer.

This will help the retailer win the business even when the customer has shopped around because that connection will stand out as an exceptional experience.

Focusing on the customer experience is a crucial marketing element and needs to continue once the deal is done. I

nstallation can be stressful for customers, managing their expectations, resolving issues quickly and professionally, will ensure the loyalty remains.