Bathroom furniture: over half of customers are looking for customized solutions

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Less attention to aesthetics as an end in itself and more interest in the functionality and sustainability of the products, in addition obviously to the reliability of the brand, the possibilities for customization and after-sales services. While waiting to find out about the new bathroom furniture products at the Salone del Mobile in Milan in April, where the sector will be the protagonist of the bathroom fair, companies are asking themselves about the new trends and new business models on the distribution front, to respond to the constantly changing needs of an increasingly informed and demanding clientele.

For this reason, Assobagno (the association belonging to FederlegnoArredo which represents companies in the sector) promoted the research «Analysis of distribution strategies in the bathroom furniture sector», developed by the management consultancy company Oriens Consulting together with Il Bagno Oggi e Domani/DBInformation .

Tailored relationship with customers

The analysis, conducted on a sample of retailers to delve deeper into the state of the distribution network of this traditionally diversified sector, in which multiple product types converge in a single environment, highlighted some fixed points. Advanced logistics systems and the guarantee of after-sales assistance are a fundamental element at the time of choice, together with the search by customers for an almost tailor-made relationship with retailers, based on understanding their needs, to find the most suitable solution, even in the context of a very large search.

When looking for a partner, the majority of companies that participated in the survey evaluate important factors such as the reliability and quality of the product (77%), flexibility and adaptability (46%), the breadth of the offer and additional services (30%) and long-term strategic and supportive collaboration (67%).

Looking at the characteristics of the customers, the theme of tailoring is central: 59% of consumers are looking for personalized solutions. Aspects such as speed of intervention, integration in the supply chain, coordinated presence in showrooms, investments in training and digitalisation for efficiency are also crucial. Among the main factors that influence customers’ decisions in choosing bathroom furniture products, it emerged that 65% identify the overall value proposition (trends, quality, price and service) as the decisive element.

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