The coming year promises an exciting programme of new product introductions and key initiatives to help the business meet its objectives for 2021.
As unveiled in last week’s conference, our plans this year are focussed on protecting our core strength of specification and building flexibility to enable us to grow in areas such as retail and e-tail.
Marketing Director Katie Cope said: “The focus within the business is really clear. We are about maintaining our core strength of specification but also building flexibility in the B2C arena.
“We have a rich programme of new product introductions and initiatives that will enable us to do that, with significant investment being made across the business globally to make this a success.
“Our long term aim is to both grow and develop the mix of our business into areas where we either have a low share or which are fast growing, as well as developing new business strategies with products like Intellimix.
“We continue to have a major focus on hygiene, which is especially high on the agenda for obvious reasons and which is an area we plan to own as a business.”
Protecting Our Core Strengths
Small/Quick Projects
The Field Sales Team is aiming to continue to take share with installers in projects worth up to £10,000 and with an order due date within 90 days. Part of the structural changes which began last year were to align the Internal Sales Team with the Field Sales Team to enable them to turn quotes round very quickly, and this is already winning business, being driven to market through the Armitage Trust campaign.
Pre-wall and ProSys
ProSys is complete installation system for toilets, basins, urinals and accessories; effectively a one-stop in-wall and front of wall solution which includes frames, cisterns and flush plates.
The aim is to win more full package business in the UK, which includes the frame, the toilets, the concealed cisterns and the flush plates. Read more in this article
New SensorFlow and Intellimix brassware
The redesigned New SensorFlow will be available from April and is aimed at installers who are replacing existing taps, a segment of the market that is rapidly growing as a result of the pandemic. Intellimix automatically dispenses water and hygiene from one device, is a unique sensor product in the UK and will also be available from April, marking the first release on this advanced technology platform that positions us as leaders in hygiene in the non-residential market.
Leveraging Salesforce
Following the implementation of Salesforce throughout 2020, we will build on this to increase our share of wallet, support the drive to increase small projects business, increase customer facing time and support proactive engagement with customers.
Building Flexibility
Retail
We will continue to develop our focus on retail, building on the work done in 2020. This will include further improvements in service to customers, a better display offer, integrating Atelier Collections and strengthening our nationwide network.
E-tail
Again, building on the work last year, we will continue to develop our offer through Victoria Plum, Amazon and new partners such as Victorian Plumbing, Bathroom Supplies Online, Tap Empire, ukBathrooms.com and Wayfair.
Building Flexibility with NPI
A range of new products aims to attract new types of business by positioning Ideal Standard in the higher end design space. This includes the Atelier Collections, designed by Roberto Palomba and taking inspiration from the history of design within Ideal Standard, incorporating full solutions and beautiful ranges of colours unique to the ranges.
June will see the launch of a complete matt black range into Ideal Standard, covering brassware, ceramics, showering and accessories. A strong trend within the market, this range positioned in the mid-market will deliver the design edge that is asked for by specifiers and retailers alike.
Growing B2C through Atelier and Driving Our Brand Online
Strong investment and demand creation is key to us achieving our strong growth targets in the B2C market. A series of marketing initiatives includes raising awareness and changeing perceptions of our brand through the launch of Atelier Collections, the full change over to the new Ideal Standard brand logo and a programme of online activity such as paid advertising, blog content, email marketing and social media, which will be consistent throughout the year.
Later in the year will see the launch of the new entry level ranges Visio and Tirso; the first of the i.life core ranges; a range of new showering products; and work to build on our DIY and click and collect business.