Daniel Boulton, Sales & Procurement Director at Clearwater, outlines why stocking a selection of space-saving kitchen sinks is key to meeting customer demand and boosting business.
In today’s kitchens, space really does come at a premium. The average UK home is getting smaller while the rise in single-person households is driving demand for apartments among renters and house buyers.
It’s led to an increase in demand for compact kitchen products that don’t compromise on style or functionality. Sink manufacturers have risen to the challenge and invested in design-led products that make the most of every centimetre, and it’s a segment of the market that is proving lucrative for merchants that are willing to expand their product offering.
Stock for success
One size definitely doesn’t fit all and merchants that want to successfully compete with the big-name DIY stores need to cover more bases when it comes to kitchen sinks. Customers’ needs vary massively and there’s now real demand for sinks that provide thoughtful solutions for a range of applications from apartments and utility rooms to open-plan kitchens.
It’s meant that merchants are having to move away from stocking the standard-sized utilitarian stainless steel sinks that have historically filled shelves and dominated displays. Taking a more considered approach to the ranges that are stocked and displayed is crucial, and although this may require more of an initial investment in terms of time and money, it’s a strategy that is essential for capitalising on sink sales.
Smaller, smarter solutions
Sink manufacturers are meeting the needs of an increasingly diverse market. So, what sinks should merchants have on display and readily available from stock?
Double and 1.5 bowl sinks are still highly sought after solutions thanks to the flexibility and practicality that they provide so they should still feature in merchants’ offering. However, the reality is that not every kitchen has room for multiple bowl sinks.
Thoughtfully designed single bowl sinks that offer the flexibility of a 1.5 bowl model will offer trade and DIY customers the best of both worlds. Models such as Clearwater’s new Kameo-X, which features a secondary drainage outlet that acts as the sink’s overflow to enable the main bowl to be used to its maximum depth, are providing attractive to commercial customers and consumers are alike.
Consumer appetite for products that enhance day-to-day life has never been greater and workstation sinks, which transform the sink space into a functional zone are also offering merchants valuable upsell opportunities.
As well as being available in a variety of sizes and formats, workstation sinks provide a stylish, space-saving solution and mean buyers no longer need to compromise on aesthetics or ergonomics.
They are designed to be used with custom-fit accessories such as chopping boards and stainless steel trays, which help to free up precious worktop space thanks to their ability to fit over the sink.
These accessories are easy to highlight within displays as they sit within the sink’s footprint and provide merchants with the chance to make additional sales and increase the standard order value. They are also something of a showroom showstopper and are ideal for those that want to maximise display space with eye-catching products that change the conversation and make customers think ‘smart’ rather than ‘small’.
The interior trend for personalisation is here to stay, and merchants need to be able to provide customers with kitchen sinks that offer a point of design difference. Displays should highlight the range of materials and finishes available to capture customers’ attention, and it pays for merchants to have a selection available from stock.
Seeing is believing
We all know the value of showcasing products in displays, but a lot of merchants just don’t have the floorspace to dedicate to large kitchen room sets. It’s here that the latest compact sinks really come into their own.
Not only do they take up less store space, which makes it a no-brainer to have them on display, but their USPs can be clearly communicated without the need for staff having to invest too much time selling their benefits. Customers can instantly visualise how effective and stylish smaller sinks can be and see the potential for transforming compact kitchens into multifunctional spaces.
In addition, they provide valuable cross-selling opportunities, too. Dressing the wet zone with stylish taps in matching or contrasting finishes and including integrated accessories can really enable merchants to make add-on sales and boost profit margins.
Sales potential
We’re expecting real growth in the space-saving sink category. And with compact sinks being specified as standard in many new-build houses and apartments, merchants that stock a carefully considered range of models will have more opportunities to make volume sales and win repeat business from developers and contractors, too.
Staying abreast of the latest launches and kitchen sink trends is vital for merchants and understanding the individual USPs of different models is key to capitalising on sales and helping customers maximise the potential of smaller kitchens. With so many models now available, customers increasingly look to merchants for advice and recommendations.
Educated staff help instil confidence in customers and can help to speed up the sales process. It also helps merchants to differentiate themselves from the competition, which is increasingly important in today’s crowded marketplace.
For more information, visit www.Clearwaterproducts.co.uk
Showroom images from Sydenhams.
