I don't think people do get hung up too much on technical detail, otherwise they would not be buying lots and lots of kitchens from Hombase, Ikea, some B&Q, Howdens and possibly Moben among others. I think the only thing people get hung up on is ridgid or flat pack. We tell our customers that the only difference between flat pack and rigid built is where it is built unless you are buying a Smallbone or similar.
We always point out the higher spec of our cabs, range and size availability of the cabinets compared to our competitors, but to be honest the majority either did not realise there was so much involved or they are not bothered.
I totally agree with Majji (twitter) that the design is the important thing, only real experience and the true understanding of how a kitchen works will make a real difference whether or not somebody buys from you, even then it is difficult because you are just having your brains picked then they will go and buy the cheaper less tech spec version from one of the you know who's. The only way to combat this is to design something your competitors can't.
Thanks
Russell
The thing is - those kitchens from Homebase, IKEA and Howdens aren't as technically inferior as they were even ten years ago. That's why people get so confused - there really isn't all that much difference in the specs - as long as you avoid the real cheapo ranges.
ReplyDeleteWhat customers fail to grasp is the importance of ... design flexibility in the kitchen ranges ... and the skills of the designer.
Totally agree about designing something different, though!