Posted Tuesday

Consumers go mobile to search for new kitchens

By KBBDaily on 11th June 2019 - 15:27pm
kitchen, search, mobile, desktop, tablet, flo marketing, kbb, wren, b&q, ikea, howdens, magnet, kbb, kbbdaily

A new study by KBB marketing firm Flo Marketing has found that searches for new kitchens on mobile devices has increased by 22% from two years ago, outweighing searches on desktops and tablets for the first time.

However, searches for new kitchens are down by 5.1% over the last 12 months, Flo Marketing noted, adding that “hyper-relevant” search terms for kitchens were at their highest in Q1 with more than 1.6 million searches carried out across the UK. These include searches such as ‘kitchen showrooms St Albans’, ‘fitted kitchens Harrogate’, ‘kitchens Bristol’, ‘kitchen retailers Kent’ and ‘luxury kitchens’.

Searches for “big name” brands – including Wren, Howdens, Magnet, B&Q and Ikea – rose by around 5% in 2018, with Flo Marketing noting that the increase could be attributed in part to “aggressive marketing activity” by these companies.

“Independent retailers should be concerned at the competition of larger brands in the marketplace but also understand that there is more hope than there has ever been to flourish,” said Flo Marketing director Oli Parry. “It's just a case of embracing the changes in how people buy kitchens in 2019 and increasing the quantity and quality of your marketing online.”

Parry added: “With access to so much data from companies that are in the thick of it when it comes to selling kitchens, we can see first-hand the trends and changes in the market. Perhaps the biggest change we see is that people are now starting their buying journey online, rather than heading straight to the showroom. This means that if your website isn’t up to scratch, prospects will choose your competitors quicker than ever.”

Grab your copy of the Flo Search Volume Report:

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