Steve MacDavid has spent more than 20 years building brands in the retail industry, gaining experience at companies like Marks & Spencer, Woolworths and SSP. In August 2013, he was appointed to the merchant own brand director position at Iflo, the trade only bathroom brand available exclusively through the Travis Perkins Group.
The business value of a good reputation
Posted 22nd Oct 2013
A new bathroom is a major purchase for any homeowner; not just in terms of the monetary value, but in the difference it can make to how they use one of the most important rooms in the house. It's therefore important not to underestimate the business value of a customer who trusts installers and the services they provide.
As well as the traditional methods of building a healthy customer relationship, such as good communication and accurate pricing, there are additional benefits that a high-quality bathroom brand can provide.
For example, product guarantees offer peace of mind that is otherwise difficult to provide. Having a guarantee as a standard part of its offering, and one that lasts a decent length of time, was always an essential part of what the Iflo team envisaged during the initial design process of each range. After all, offering market-leading guarantees on all products compared to the brand leader is recognisably an added bonus for the designer or installer, as well as the homeowner.
As a selling point, a guarantee not only means the ability to replace the item if something should go wrong, but communicates the type of product you are recommending or specifying in the first place. It is also a reliable assurance that each product has been extensively tested and manufactured to last.
This is particularly true on eco products. Although performance has been a concern around water-saving products, extensive product testing and innovation prove this is not the case, with guarantees providing further reassurance that eco products can reliably offer user satisfaction and longevity.
By putting forward bathroom ranges that are built to stand the test of time, the values of quality and an excellent finish are passed onto the business in the eyes of the customers.
Designers and installers must always remember that bathroom redesign can be one of the biggest purchases homeowners make. In addition to the comprehensive service that is offered as standard, working with a brand that also realises the importance of product advice and after-sales support can bring benefits that not only reassure the customer, but help to build a positive reputation.