CEO of Hart Home Group, an umbrella company for three retail websites, Derek Aaronson says a renewed focus on customer service will play into the hands of ‘bricks and mortar’ retailers, so much so, he plans to open a store.

The global pandemic has brought about unprecedented changes for the kitchen and bathroom industry.

Our once buzzing showrooms and often faceless e-retailers have had to adapt in ways, we never thought possible.

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Zoom consultations, opening showrooms while sitting behind screens, as well as one-way journeys through the store and trying to understand what a customer needs via an online chat have all been huge obstacles for retailers to overcome and for customers to navigate.

Improving service

However, amongst the chaos, has been a quiet revolution. One which has seen companies value customers much more than before.

Each customer is a potential and very much needed sale, and this U -turn in customer service where each potential new client is treated with gratitude and thanks, has seen the face of the industry evolve.

Previously, unless you were spending a sizeable amount of money, customer service could be somewhat lacking.

However, retailers both in store and online have now recognised how powerful customer service can be.

With the world now being online more than ever before, online review sites are king as they offer potential clients a welcome insight into your company and your customer experience journey.

Before even picking up the phone or looking at the website they’ll already know who you are, what your reviews say and if your product can be found at a cheaper price.

Showroom return

E- retailers especially have had to up their game in terms of customer service.

Before many would pop to a nearby store to size up what they wanted then take to an online search to see if they can find a better deal.

This is where e- retailers which offer a face via live chat, video chat or even a good old fashioned phone call are really making headway.

Often customers know what they want but don’t know what they need, and bridging this gap with advice is what stands you apart in terms of customer service.

Going forward, we predict a return to showrooms, to bricks and mortar, to conversations in person and to the holy grail, actually touching and seeing the product in person.

With kitchens and bathrooms touch is so important. We also see installers acting almost as a bridge between the retailer and the client.

As an e- retailer ourselves, the conversations we’re having is that we will make the move to having a showroom base where clients and our existing customers can come and see us, have the conversations we normally have on the phone in person and see the products we stock in action.

E- retail will still be the backbone of our business, but we want to give our customers the option to come in and see us.

Above anything, this pandemic has taught us how important our customers are, how being that point of difference in being able to hang on the phone while they just go and check another measurement or is what determines if you keep customer for life.

They then tell their friends, leave that great review and come back for more.

We hope that the kitchen and bathroom industry will be a more welcoming and supportive environment for clients; where there’s no silly questions, where there’s time given to each potential client and where support is there.

We firmly believe this has always been the case for the majority, that the love of the industry.

But for those that weren’t stepping up to the table, weren’t making the customer king and customer service the backbone to their business, now’s the time to put those changes in place.

Hart Home Group includes NotJusttaps, Lime Kitchen & Bathrooms and Hart Plumbing Supplies.