It’s fair to say most consumers will be experienced in showering, with at least one installation in the home. Whether fitted over the bath or in a separate enclosure, showers are now a must-have for time-pressured consumers wanting to ’wash and goI Nick McGrellis, managing director of Croydex, comments: “I would say the marjority of households have at least one showen whether in the family bathroom or ensuite, but the market has evolved rapidly in recent years, so their next shower purchase is likely to be quite different from any previous one.”
lt means consumers are now much more savvy in their choices and are looking for the next ‘big thing’ in showering, as Wendy Ryland product manager for Bristan, points out: “We know from our research that 75% of purchases are direct replacements. We are Ending consumers are much more confident when it comes to choosing the right showering solution.” And mixer shower sales are slowly on the rise, as marketing manager of Mira Showers, Roger Crabb comments: “Mixer shower sales grew in the tirst seven months of 2010 with volumes up by some 29,000 units against the same period in 2009.” So in this challenging climate, it’s more important than ever to capture the attention and wallets of these ‘shower experienced’ clientele.
Power to the people
And when it comes to what consumers want; their expectations have exceeded the initial demand for convenience and even constant water temperature – that’s all a given. Now it’s about creating a shower experience. Marketing manager of Mira Showers, Roger Crabb says: “Research confirms again and again (and again) that their primary requirement concerns performance – for which read powerl” And marketing manager of Hudson Reed, Claire Ashton agrees: “Homeowners are moving away from utilitarian electric showers and gravity-fed systems up to multi-function showers with better performance, more style and which are more enjoyable to use.”
Conflict with eco
But herein lays a conflict. While consumers undoubtedly want more power; meaning an indulgent water flow, legislation for new build homes actually demands a reduction in water use. And with water metering set to take hold in existing properties, it may drive the demand for eco-showers in refurbishments too. Managing director of Roman, David Osbourne illustrates the issue: “ln our experience, we have consumers demanding more powerful showers with an invigorating flow rate. However; at the same time, legislation on water efficiency is looking to reduce overall water usage in the family home. Therefore all new product development is being focused on water efficient showers.”
He continues: “The BMA Water Efficiency Product Labelling Scheme (WEPLS) highlights accredited products which have been developed with water efficiency as a consideration. As water efficiency is understood more by retailers, it will become apparent to consumers that WEPL compliant products offer a high level of performance and a significant cost-saving over time, in addition to the environmental impact.” Marketing manager for Aqualisa, janet White agrees, commenting: “RetaiIers and designers need to take into account the eco angle when persuading customers to ‘trade up!
Whilst consideration to water savings can be made, the showering experience doesn’t necessarily have to be compromised – and it will be the showers that can deliver that magic combination that might just do the trick when it comes to trading up.”
Explain tech spec
The ‘green’ aspect of showering also ties in with the latest technology on offen such as the latest mini mixers and of course digital (which is now over a decade old). And while we may think consumers are ‘shower experienced; we should also be aware that they may still not be fully up-to-speed with the latest gadgetry on offei: Roger Crabb warns: “Homeowners don’t know what they don’t know.
They may not realise that new water-efficient ‘mini-mixers’ are suitable for those who are metered or don’t have huge amounts of hot water storage; or that digital technologies can now manage all aspects of their shower experience – from duration, temperature through to warm up and so on.” He adds: “Any retailer (or designer) worth their salt will be up with the latest product developments; and no doubt will take the opportunity to sell features — with concomitant benefits – to anyone coming through the showroom door” And Wendy Ryley, product manager of Bristan, re-iterates this view: “There are always exciting innovations and technologies coming onto the shower market that even the most savvy consumer may not be aware of… Bathroom designers and retailers must use these USPs to help educate consumers about these latest designs and the associated benefits.”
Getting the look
Of course, it’s all well and good talking about the tech that makes for trade-up performance but let’s face it; looks are just as important when creating beautiful bathrooms. And there appears to be some definite design trends that are making their mark. Built-in mixers seem to be popular towards the upper- end of the market but bar valves are a strong contender for other sales. Vicki Newsome, senior product manager of Methven UK, comments: “The most popular types of shower sales within Methven UK are bar showers, as they are affordable, simple to install and easy to use.”
A pervading overall theme seems to be dual showerheads in a classical styling which remain at the fore in shower sales. janet White of Aqualisa, comments: “From a design point of view, the ‘modern classic’ look has been in vogue for some time – and perhaps because of the current economic climate, where consumers are more apt to opt for safen more timeless styles. This shows no sign of changing.” Pete Mills, director of theshowerlab, agrees adding: “Designers and retailers should encourage consumers to choose showers that offer a luxurious element as well as longevity.
Our clients want beautiful products but don’t want to tire of their design in a year’s time. lt’s no longer enough to offer homeowners standard products so retailers, in particular, should offer exceptional showerheads to get the sale.” So whether it’s the technology, water-saving opportunities, or the latest in desirable showering styling, there are plenty of opportunities to encourage experienced consumers to trade-up. And you can make sure you’re a ‘raining’ champion of mixer shower sales.