(rework logo for VitrA)
INSIGHTS FOR INDEPENDENT SHOWROOM PARTNERSHIPS
Industry:
Bathrooms
Services:
Strategic clarity
Value proposition
Strategic partnerships
The big business challenge
Founded in 1958, VitrA is part of the Eczacibasi Group, one of Turkey’s most prominent industrial group. With a 6.7million capacity, the brand has the biggest single-site ceramic manufacturing plant in the world. The company distributes to over 75 countries on five continents.
“The UK is our biggest branded market outside Turkey,” says MD Steve Breen, who was tasked with growing the UK business, primarily through channel development.
What?
With an ambition to double their UK market within five years, VitrA needed to start with industry insights to understand its market position, challenges and strengths. It was clear to see that VitrA were under-indexing in the £1.6 billion UK bathrooms market. Challenges included a cost-of-living crisis and low consumer confidence for buyers and supply, lead-time and availability issues for retailers.
How?
Honest feedback provided a wake-up call for VitrA, identifying ways to improve their offering, distribution and a more supportive partner programme. Perfectly Picked identified that the focus needed to be on growth through a strengthened offering and channel development. A new partner programme was created exclusively for independent bathroom showrooms to help them thrive. New marketing materials were created alongside sales rep training and a dedicated support team to be on hand for retailers. <Channel development included increased presence in the contract market and DIY sector, with plans to branch into e-commerce in future – was this outside the brief/later on?>.
Results
A back-to-basics approach of customer centricity has paid off in a difficult market. An increase in new partnerships as a result of the campaign has led to increased sales. Developing the relationship and improving the offer has resulted in a mutually beneficial partnership that pays dividends both ways.<Clerkenwell flagship showroom as a creative hub, was that our idea of part of another project?>
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Stephen Chadwick CEO, Shepherd
