Special briefing on Foam & Bubbles Bathroom Purchase Behaviour Consumer Insight Report

1. The Home of Bathrooms
Special briefing on
CONSUMER INSIGHT REPORT
BATHROOM PURCHASE BEHAVIOUR

2. Avinash Doshi
Foam & Bubbles
Founder
Previously Finance Director at VC-backed Bathrooms.com (Sold to Travis Perkins),
Associate at Morgan Stanley & Deloitte Chartered Accountant
avinash@foamandbubbles.com 0333 011 1717
Twitter handle @avinashdoshi

3. Jane Blakeborough
Trend-Monitor
Research Director & Founder
Research Director and Founder of Trend-Monitor, a leading provider of trend analysis,
consumer insight and market intelligence for the home improvement industry
jane@trend-monitor.co.uk 0113 209 3288
Twitter Handle @trend_mon

4. UK bathroom buyers1285

6. BATHROOM
MARKET
DRIVERS
Multi-
generational
families
The
‘Do-it-for-me’
Market
Extending
not moving
Increasing
interest in
saving water
Increasing
number of
households

7. 90%Of respondents were unable to name any of
the brands they had used or were planning
to use in their new bathroom
Brand awareness within the bathroom
market remains low#1

8. 45% 46%More people are
researching
online via
inspiration
websites
More people are
researching
online via
e-commerce
websites
Research prior to purchase continues
to move online#2

9. 34% 29%Of homeowners
plan their new
bathroom
themselves
Of new
bathrooms keep
the same layout
as before
Low uptake of professional planning
services#3

10. 2xThe desire to include
water-saving products
in the bathroom has doubled
Increased interest in water-saving
products#4

11. 1/3Of new bathroom
installations are influenced
by the bathroom fitter
The influence of the bathroom fitter#5

12. The Home of Bathrooms

13. FOCUS ON BATHROOM BRANDS
Market Volume
5%5%
7%
19%
64%
<£4k £4k to £6k £6k to £8k £8k to £10k £10k+
Market Value
16%
12%
15%
25%
33%
17% spend £6k or more on their bathroom refurbishment
Accounting for 43% of the value of the total market

14. Kevin Mullaney
Foam & Bubbles
CMO
Previously Head of Digital at a communications consultancy. Specialising in
SEO, Local Search, PPC, Social Media and content
kevin@foamandbubbles.com 07796 955884
Twitter handle @kevinmullaney

15. DIGITAL’S INFLUENCE ON IN-STORE RETAIL SALES
In-store retail sales influenced by digital device use
*Deloitte: The Future of Digital Influence in Retail, September 12 2016

16. CUSTOMERS MAKE THEIR OWN PATH

17. BRANDS NEED TO BE WHERE THEIR CUSTOMERS ARE
Online inspiration is the
most useful resource when
planning a bathroom
ONLINE
OFFLINE
Inspiration
& design
websites
65%
44%
34%
43%
25%
14%
Brand
websites
Product
brochures
Showrooms
Magazines
Showroom
websites
*% of purchasers who considered each resource useful
45%+
increase year on year

18. CUSTOMERS EXPECT MORE
Consumers are confused, with little
knowledge of brands, products or the
refurbishment journey:
Brands need to be part of the solution, helping educate customers earlier in the
refurbishment process to better meet their expectations
Many consumers are frustrated by the time
taken managing the fragmented process,
with many basic expectations not being met:
significantly
change their
budget
want a
greater choice
of products
have no
knowledge
of brands
or products
change sales
channel during
their purchase
journey
96% 35% 30%
expect a
discount on
RRP
Prefer to
buy in one
place
32% 36% 21%
The current bathroom buying journey is fractured and overwhelming

19. Providing ideas
and inspiration as
a trusted influencer
and tastemaker
WE HELP CUSTOMERS EVERY STEP OF THE WAY
INSPIRATION
Enabling customers
to buy everything
simply and efficiently
in one place
Helping consumers
design bathrooms,
compare brands and
choose products
Educating customers
on specific themes,
brands, products and
refurbishment process
AWARENESS
CONSIDERATION
PURCHASE
We feature brands at the key moments that matter

20. Sending informed
customers to their nearest
point of sale with a
specified products list
INSPIRATION
Showcasing brands
to the UK’s largest
bathroom audience
on social media
BRAND AWARENESS
Introducing brands
to consumers
through trusted
editorial content
CONSIDERATION
Simplifying the process
with design boards
and wish lists of
branded products
PURCHASE
WE HELP BRANDS CONNECT WITH THEIR CONSUMERS

21. 36
SCOTLAND
NORTH EAST
NORTH WEST
IRELAND
WALES
SOUTH WEST
SOUTH EAST
LONDON
MIDLANDS
EAST ANGLIA
7%
9%
14%
16% 8%
9%
20%
11%
2%
4%
OUR AUDIENCE IS WAITING
3% 22% 30% 24% 16% 5%
24ANDUNDER
25-34
35-44
45-54
55-64
65ANDOVER
AGE GROUP
GENDER
64% 36%
FEMALE MALE
LOCATION
FOLLOWERS
80K+ 45K 15K 15K 13K8K
A+D
IMPRESSIONS
3m+

22. TRUSTED BY LEADING BATHROOM BRANDS
… and many more

23. ANY QUESTIONS?