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.
The new status symbol consumers will be flaunting in 2014 may surprise you. It’s not a designer label or a well-known brand. Instead, it’s likely to be guilt-free consumption, perhaps of a new and unfamiliar brand.
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.
A book about the post-recession affluent, The High-Beta Rich by Robert Frank, punches holes in the theory that the rich always have money to spend, and offers sobering warnings to kitchen and bath dealers and designers that target the high end.
It’s easy to get so close to our business that we lose sight of the consumer’s perspective. Because kitchens and baths are such infrequent purchases, we forget how much education is necessary, whether someone is buying a replacement toilet or...
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.