Just for a moment, let me take you on a short journey.

It's the journey your ideal kitchen customer could well make next week or mid-afternoon on some weekday this month…

Early this year, I made a decision. A sizeable decision that I knew was long overdue.  

I'd had enough of operating our kitchen marketing agency under-resourced.   

So, with a bit of help, we defined our ideal future organisation chart and set about a course of action to 'fill in the pieces of the jigsaw puzzle'—even if this meant taking a hit on profitability in the short term.   

I don’t mean to brag, but when I look at a kitchen website, I can tell who designed it in under 10 seconds flat.

(That’s about the same time it takes to make a first impression, btw.)
 
No, I won’t know exactly who put it together. But, what I can immediately work out, is whether it’s been created by a Website Designer … or a Website Developer.
 
The two are very different. And the chances are, if the latter built yours, you’re missing out on clients and customers.

As we emerge from the recent UK election with a new government, I'm always struck by how many people apparently wait for political clarity before making big decisions, like embarking on home renovation.

I say 'apparently' because every second kitchen retailer I've spoken to in the past six weeks seems to have felt that things have been a little slower, suspecting the election had some bearing on that.

They may be right.

As you navigate the dynamic landscape of kitchen retail, it's crucial to leverage every advantage available to ensure your business thrives.

Running a successful independent kitchen retail business demands more than just great products, design and customer service. It requires a deep understanding of the market, the ability to anticipate trends, and the skills to engage your audience effectively.

Independent kitchen retailers know the intricacies and unique challenges of our industry. And here's why choosing a specialist kitchen marketing agency can make all the difference:

After a generally positive start to the year, as we’ve entered Q2, I have the impression that things may have cooled off in the new kitchen market. 

It's a clear reminder of the seasonal fluctuations that affect consumer interest in home improvement. 

It's also a sign that the higher interest rates continue to undermine consumer spending, which, of course, is what they're designed to achieve!

For independent kitchen retailers, this cooling period presents a unique challenge and a golden opportunity to refine and ramp up your marketing efforts.

Last week, I had the pleasure of engaging in an insightful conversation with one of our largest clients, a seasoned player in the kitchen retail industry.

His unsolicited insight and viewpoints encapsulated what many independent kitchen retailers strive for: success through strategic marketing.

A few months ago, I found myself deep in conversation with one of our standout kitchen clients.

Now, they're far from being the biggest of kitchen retailers, but they certainly punch well above their weight.

One of their Directors shared an insight with me that resonated profoundly…

I delivered a sales training session to the design team of one of our kitchen clients last week.

One of the questions posed to me was, “What are the most effective principles to work to when following up enquiries?”

Here are four key points we discussed…

This month, the feedback you’re most likely receiving from your promotional efforts is that most kitchen buyers have their attention elsewhere.

And you’d be right.

 December has always seen the lowest month of search volume for the kitchen industry each year. 

If only you could turn your marketing down when people aren’t interested, then whack it back up to 11 when they are!

I’ve got good news. You can.

Black Friday has come and gone, and the world was momentarily awash with a deluge of offers and discounts for almost everything from the anything store.

However, the excitement of the annual shopping extravaganza was almost entirely absent in our world of kitchen retail.

Why is that?

Because what we do is different. Very different.

If one word epitomises what consumers are looking for these days, it’s ‘convenience’.

Why go to a shop when the shop will deliver to you? Why buy from any other website when Amazon already has all your details?

It’s no different in the kitchen market.

The easier you can make it for your customers to do business with you, the more likely they will decide to do so.

And there’s one thing I’ve already seen making a real difference over the past couple of years that I know will make bigger waves in the industry in the coming years.

In an online landscape where kitchen retailers constantly vie for visibility, getting your business onto the hallowed first page of Google is a big deal.

 But even when you’re listed right at the top, the game is far from won because a first-page listing doesn’t pay the bills.

 You need to make a sale, which means first clinching the click.

I attended The Kbsa’s annual conference last week at The Belfry Hotel near Birmingham.

It was an excellent event and, in my view, their best yet.

Once again, some of the most consistently successful kitchen retailers in the UK were in attendance.

It was a bit different to how it’s historically been.

Yet again, we’ve experienced recently that great weather is the enemy of kitchen sales!

However, normal service seems to have resumed with some standard September weather now upon us.

That, combined with the new school term starting, means NOW is the perfect time to reignite your kitchen leads and sales.

Here’s a key tool to spearhead your efforts. It isn't really part of a long-term marketing strategy. Instead, it's a straightforward, one-off tactic you can use RIGHT NOW to generate kitchen enquiries.

I was early for a Zoom call earlier this week. Only by a couple of minutes, and I wasn’t even first there.

 I’m glad I was early though, because the two guys who were there before me were having an interesting chat and I caught enough of it to make me think. (Both kitchen retailers, by the way.)

One of the guys (I think called Steve) was talking openly about his volume of sales enquiries – or rather the lack of them. We were three weeks into August, and he’d only had two meagre enquiries find their way into his showroom.

In the world of kitchen design, we often ride waves of feast and famine when it comes to client leads. Like a tide that ebbs and flows, there are times when our inbox is overflowing and times when leads seem to barely trickle in.

 How we navigate these waters can be a game-changer in the long run.

It’s a stab in the dark, but I’m guessing the Bank of England won’t be on your Christmas card list this year?

You’re not alone – the continual, monthly rate rises aren’t exactly good news, and was further confirmation of something we’re all well aware of:

For a lot of kitchen retailers, it’s been getting tough out there.

And it might get a bit tougher yet.

In case you haven’t noticed – summer’s arrived.

You can feel it in the warmth on your skin when you sit till dusk in the garden. When you can look at the weather forecast without a sense of despondency.

Usually, those would all be seen as positives. Still, traditionally, kitchen retailers approach the summer period with a dose of foreboding.

In 2023 so far, two things have become evident in the world of kitchen sales:

1. Competing in the sub-£25k bracket has become more challenging.

2. In the £25k+ bracket, people are spending more money than ever on their kitchens

 What you do about these trends will likely define your success for the rest of this year and beyond. So, if you take one thing from this note, it’s this: