Pegler Yorkshire

Tue, 21 Jul 2015

How We're Helping Drive More Tap Sales At Merchants

By Phill Jackson Marketing & Business Development Director, Pegler Yorkshire 

Consumers are increasingly turning to online shops and with this in mind, we’ve been working on a new concept to help our customers – the merchants – provide their customers with a choice of purchase points.

Independent research amongst installers, as well as online and offline consumers, showed us that everyone is much more knowledgeable nowadays. In terms of kitchen and bathroom products, most are likely to shop around both offline and online with price, reliability and product style being the key influencing factors.

Key research findings

·       When asked ‘Which product did you/are you likely to choose first to determine the style for the kitchen refurbishment’ over 60% said the units followed by the tap/mixer. 

·       When asked about a bathroom refurbishment most would choose the bath, washbasin/shower screen and tiling ahead of taps/mixers.

·       For the majority of consumers (55%) the purchase of taps/mixers is part of a larger project, however 63% said this was not in the main due to product failure.

·       When researching the right product, websites are an important source of information followed by DIY stores and retail showrooms.

·       When asked ‘Where are you likely to buy your tap/mixer?’ most would still use a store, with websites coming second.

New Francis Pegler online shop

Our new Francis Pegler distributer fulfilled web shop has already been supported by a number of merchants who recognise the benefit of offering this alternative method of purchase for their own customers.  It provides purchasers with an easy to navigate online shop featuring the full range of Francis Pegler taps, mixers and showers.   

The website has been built in partnership with Shopatron, a network solution system, which means merchants signing up for free have the option of fulfilling orders placed by purchasers, enabling the faster movement of stock and the possible advantage of high profit margins. 

The system also allows merchants to use reports and analytics to see what is selling locally and nationally to help with their buying decisions. They are in control every step of the way as they can decide how many orders they wish to fulfil and the flexible shipping rules make online fulfilment easy to fit into their own existing routine.

We hope that this development means that consumers looking for taps online can be captured for our merchant customers at the very start of their research journey, and that their web shop visit could lead onto a purchase or at the very least provide them with the information they or their plumber needs to complete their desired kitchen or bathroom re-design.  

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