Brassware and sink manufacturer Abode has invested in a series of digital products and services to inform, engage and inspire the end user, supporting its retailers.

The digital offering now includes a library of product videos, how to guides, product showreels which highlight features and benefits, YouTube channel and social media channels for b2b and b2c communication.

To further support the company’s omnichannel approach and online strategy, Abode has also invested in an inhouse media hub, complete with contemporary kitchen.

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The company can now design the area to suit its needs and produce high quality media assets showing the latest styles and product innovations in a true to life setting.

This is in addition to its Barnsley HQ showroom, which opened in October 2020, and gives two spaces to react to photography and video needs and satisfy customer training requirements.

Marketing manager at Abode Leanne Adamson explained: “At a time when home renovation spend is up 36%, we are reporting a surge in online customer engagement with kitchens topping the charts as the most common home project.

“As homeowners are now able to hone their wish-lists online, and research across a range of visual discovery platforms and image sharing sites, we want to make sure we are speaking the same language as our customers.

“In fact, at the close of the year Pinterest noted ‘industrial’, ‘modern’ and ‘modern farmhouse’ as the top three kitchen styles from 850,000 searches, which only proves that digital natives are fundamental in terms of brand awareness, consideration, intent and purchase.

“Our extensive trends-mapping and research into the UK kitchen market has allowed us to pinpoint key lifestyle trends and given that online research by consumers is now specific as opposed to just browsing, we know that home buyers demand luxury.

“Considering this, our online activities will zero in on all elements of luxury interior design such as space, wellbeing, efficiency, lifestyle, flexibility and climate change.”

Abode recently pulled out of UK trade show Kbb Birmingham “redirecting its marketing efforts”, such as digital, which is less affected by COVID-related disruption.