‘Shout about your strengths’ says Dance

Wayne Dance, MD of InHouse, has said that independent KBB retailers must promote the benefits of buying from a specialist or run the risk of being overlooked in favour of the multiples.

Speaking to kbbreview, Dance said that specialist retailers must become better at highlighting their strengths in order to stand out and differentiate themselves from the multiples.

“Consumers may know what they want, but do they know you can provide it?” he said. “Do they know that the brand you sell is perhaps one of Europe’s leading manufacturers? How do they know that their kitchen will be designed to perfectly fit their individual lifestyle, manufactured to order and within budget?

“Independents offer better quality, better design and a better service. That’s something to really shout about.“

He said that the challenge would be getting the word out into a world dominated by multiples with large marketing budgets but urged specialists to get behind their businesses, and even collaborate with each other to get the message across to consumers.

  • For more comment from Wayne Dance read our special kbb Show issue.
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