During the holiday season a friend of mine went a big box to purchase Christmas lights. Suddenly, to her surprise an apron approached her and asked not if she needed help choosing lights, but rather – “Are you happy with your kitchen?”
“Are you happy with your kitchen?” repeated the apron. “Is there anything you would change about your kitchen, if you could?”
“Sure” my friend responded suddenly realizing that she had become the victim of a sales call.
The apron continued with “did you know that we will come to your home, take a look at your kitchen, measure and give you design ideas – all at no cost to you?”
The big boxes have a pipeline to thousands, make that millions of shoppers who are in the store for nothing remotely related to a new kitchen. Yet their sales team is planting the seed… shoppers like my friend are likely to go home and every flaw in their kitchen becomes magnified. It becomes exacerbated by crowds of holiday revelers and family. Come January the seed germinates the customer comes back to the store to take them up their offer!
…in the meantime, you’re reviewing your year with disdain and wondering how to generate additional showroom traffic.
The short answer is Marketing.
For your consideration –
- What if your apron was a commercial on HGTV, The Food Network or DIY? Your audience is “in the store” and you are stimulating them to buy with a great offer.
- What if the customer visited a big box, became frustrated and stormed out of the store? Would they know to come to you next? Have you considered the mobile app of the Kitchen & Bath Channel?
- What if the big box germinated the seed, but the customer went directly to the computer or mobile device, rather than back to the store… are you be there to be found?
Believe me, after working with the Kitchen & Bath industry exclusively for over ten years, I have seen the highs and lows. You cannot pull the plug on marketing and hope to survive, but you can be more effective in how you spend your marketing dollars. Yes, you can compete against the big boxes and win!
If you want additional information or have questions – don’t hesitate to contact me.