Back in the early part of 2013, we made a conscious decision to change our brand from the “Ultimate Bath Showroom” to the “Ultimate Bath Store”. For us, the word ‘showroom’ had connotations of ‘exclusive’ or ‘expensive’ and although, this may seem subtle or inconsequential, the results are these words have a tendency to knock out a large percentage of the buying public. By soften the word ‘showroom’ to ‘store’, you completely change the buying rationale. A store is much more approachable and inclusive. A store is more iconic. We can relate to the grocery store or the hardware store.
It is more inviting and American apple pie. This is especially important for those homeowners, who are about to commit to a kitchen or bath project and one wrong step can lead to host of issues.
Specialty Store vs. Big Box
When my wife enters a Home Depot or a Lowe’s (aka: Big Box), she is already looking forward to the time that she is leaving this environment. She finds it overwhelming and not very useful. On the flip side, there are plenty of DIYers (do-it-yourselfers), who relish the opportunity to go to the Big Box store. It is like going to mecca. The big difference is that most of these DIYers are male and as a rule, men are not making the design decision in our households. Big Box stores have very little appeal to women, because they are overwhelmed by the size and underwhelmed by the lack of expertise.
The Big Box stores also have a tendency to sell inferior products than a specialty store. For them, it’s more about price and turnover. If a product is not moving in a Big Box store, it has a tendency to be dropped by the Big Box, because they buy the inventory and if the inventory isn’t moving, it is costing them money. Specialty stores like the Ultimate Bath Store carry a wider variety of product offerings because they are looking to make sure that the homeowner is getting what they want. They carry less inventory, because their products come with different features and finishes. They are less concerned about turning inventory as opposed to providing quality customer service.
Finally, the single most important differentiator between the specialty store and the Big Box, is the level of expertise. Like the inventory at a Big Box, employees turnover as well. The Ultimate Bath Store sales consultant is a seasoned professional, because like most professionals, they are always learning and improving. They have dedicated themselves to the complete understanding of their product lines and they can troubleshoot a problem in a heart beat. They are compensated as professionals and their average life span is over 15 years. So, when you’re looking to start a kitchen or bath project, put your faith in the expertise of the specialty store. It will save you time, effort and many cases, money.
Visit one of your 13 locations before you start your next kitchen or bath project.