Paul Bailey, Senior Product Manager at GROHE UK, discusses the value of loyal customers to the plumbing trade…
In an increasingly competitive industry, it is important to be at the forefront of your market, and seeking fresh, new ideas to establish and maintain customer loyalty. Fundamentally, successful business derives from the end user’s satisfaction with the product; its quality of manufacturing, its aesthetics and the cost. However, nowadays, there is much more emphasis placed on additional methods that manufacturers can use to build a strong rapport with its customers and ultimately strengthen its presence and reputation within the public domain. In particular, this need has grown from the current economic climate and the uncertainty that Brexit leaves over the British market.
Rewarding loyalty
One of the simplest yet most effective methods of customer retention is to reward customers for their continued loyalty and business. To ensure this works to the advantage of both parties, manufacturers must be empathetic to what additional benefits or incentives their customers would value most. This can vary greatly from sector to sector, and manufacturers should have a sound knowledge of the demographics of their customers and end users, whilst also considering other factors such as location, seasonal events, the status of the property market and other competitors’ campaigns. Customer reward or loyalty schemes are highly regarded in the installer sector and can be a worthy tool for not only retaining existing customers but drawing in new prospective business too. Tried and tested successful incentive campaigns may include add-ons, vouchers, loyalty discounts or cards, special pricing, bonuses or gifts. 
Going the extra mile
In any industry, those who go above and beyond for their customers will always be respected. Strategies should be in place to eliminate the “hassle factor” for your customer. The purchasing process for the installer should be quick and easy; an unspoken incentive that will draw them back in for repeated business. Just as end users are seeking the best quality products, installers value convenience when working with brands.
Plan ahead
It is about more than just securing business in the immediate situation but looking ahead to opportunities for future business. Tradespeople appreciate a reason to come back to a brand; be it the arrival of a new collection and an exclusive first look or the opportunity to gain more insight into an existing product with a 1-1 demonstration.
Establishing a community
Brands should use marketing communication aids such as ECRMs to keep their company at the forefront of their clients’ minds. This feeling of inclusivity is appealing as they feel kept in the loop on all opportunities, new products and company news, thus establishing a sense of community between your brand and your clients.
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