Leslie Hart, a member of the National Kitchen & Bath Association Hall of Fame, is a widely recognized journalist and branding consultant specializing in the kitchen and bath industry. After a career in publishing with Kitchen & Bath Business and Meredith Publishing, she is now a principal in a New York- based marketing agency, and writes the “Consumer Insights” column for Kitchen & Bath Design News.
Much to the on-going frustration of kitchen and bath professionals, customers can’t reliably explain why they make the choices they do because their decisions are made primarily on a subconscious or pre-conscious level.
In an exhaustive review of academic studies on gender preferences going back decades and reaching across multiple cultures, researcher Gloria Moss concludes that there are significant differences between male and female esthetics that marketers need to...
In today’s increasingly diverse market, understanding cultural differences, and learning how to build rapport with people who are different than you, is as important as knowing whether a client prefers traditional or contemporary.
The U.S. is now the second largest Hispanic market in the world, after Mexico, comprising at least 50 million people. By 2013, the purchasing power of U.S. Hispanics could reach $1.4 trillion. Clearly, this is not a market to be ignored.
Analytics of kitchen and bath site traffic generally indicate that visitors tend to spend the most time looking at pictures of kitchens and baths, so put your best efforts into the portfolio section of your site.
The cyber robots can bring you potential customers. But they don’t actually spend money on kitchens and baths. Real-life flesh and blood consumers do. So it’s essential to make sure your Web site is delivering an optimum experience for people who have...