Are you ready for the digital consumer? 

Jon Drenth - Works as freelance agent Netherlands South/West A1 for Beckermann Küchen

Whereas the kitchen industry flourished during the corona period, we see that 2023 was actually a very tough year. Earlier, investments in home and living enjoyment were brought forward, while in these "more normal times" people again prefer to go on vacation. In addition, we see that the pandemic has been a major driver of digital transformation: the consumer group active online has become even larger. And broader.

Because not only the youth, but all generations are active online today. Orienting, gathering information, putting together digital mood boards and making purchases over the Internet. And I'm not just talking about clothes, shoes or daily shopping... a friend of mine picked out and ordered his car online. He didn't visit a car showroom! In that respect, something fundamental has changed. The consumer who walked into a showroom ten years ago is not the consumer of today. Yet it appears to be quite a challenge for the kitchen industry to adapt the sales process to that. After all, it has always worked, hasn't it!

As a representative of several leading brands in the kitchen industry, I like to spar with business owners about opportunities and solutions to attract consumers. This often involves buying behavior. While consumers were able to find their way to the store effortlessly during the Corona period, they now have to fight to reach and retain them. 

To grow in sales, you have to be able to meet a consumer's expectations. Of course, steps have already been taken: companies are more visible and findable online, there are websites with kitchen planners, and you can already create mood boards on social media channels. This shows that we are increasingly aware that we need to be where the consumer is. But when the consumer steps from the online world into your offline world, what does the consumer expect? 

Online interaction, then offline interaction as well

After all, consumers in their search online are already well-informed, well-prepared, but also restless. And that's where a physical store can really make a difference. After all, there it is mainly about the experience. Consumers want to experience or judge products in real life, and are looking for a personal experience, confirmation and tailored information. By working with a digital mood board in-store, they don't have to redo the orientation process. After all, consumers no longer have (or take) as much time in a store. And using a Touch Reality table or a Virtual Reality tour of the assembled kitchen, they can experience whether the Umfeld of the kitchen is right. Things that are increasingly important to the digitally-minded consumer. If you don't offer this and your competitor does, there is a chance that you will lose this consumer. So: you have to move with today's world.

But the retailer cannot do this alone! The entire chain of retailers, manufacturers and suppliers will have to take steps to reach and engage this consumer. Are you already moving along?