An area where we see opportunities is sales to small builders and tradesmen. Local builders often have a major impact on consumers’ choice of kitchens, and builders are a customer group that purchases kitchens far more often than private customers. In the UK, we have already adapted 160 stores to better meet the needs of trade customers. Our experience so far has been promising, and we are planning to take the concept further to our franchise network in Sweden, Norway and Finland in the next few years.
Strengthening our position in consumer sales is an additional priority area in which we see opportunities to improve the customer experience regardless of sales channel. New digital tools and new store concepts are just two of the initiatives that could impact the customer experience. It should be simple and inspiring to plan and realise their kitchen dreams with us. Another area that is increasingly important to the consumer is product design. Focus is increasing on developing the best products with the most appealing design.
Digital tools that optimise the inclusion of kitchen blueprint documentation in construction plans and improve customers’ possibilities for visually creating their kitchens are another example of how, using a process that improves the customer experience from digital ordering to physical delivery, we can increase the rate of growth, especially in sales to project customers.
Our strong market position in the Nordic region, particularly HTH with its strong platform as a leader in Scandinavian design, is a strength that could enable us to grow in neighbouring countries. Moreover, our production plant in Denmark is geographically well placed for selective geographical expansion into new markets – northern Germany and the Benelux, for example.