Caesarstone optimistic as consumer sales leads surge by 150%

Surfaces specialist Caesarstone has reported a 150% spike in consumer interest that it says points to a promising year ahead.

Using its in-house consumer engagement tools and customer data analysis, Caesarstone says it has had a 150% increase in consumer “sales-qualified” leads compared with the same time last year.

The company says its finding are confirmed by information from kitchen studios, which indicates a “conclusive increase in customers enquiring about Caesarstone products and an influx in orders from fabricators so soon in the year”.

The company says the figures provide a “promising outlook” for the kitchen market after what was a tough year, with consumers seeking quality products, at affordable prices from branded suppliers.

Caesarstone says it had to adapt quickly to the pandemic with virtual consultations and showroom tours, while supporting the entire supply chain to keep delivery schedules on track and safeguard its channel partners.

The company also believes that the new home-centric consumers, many of whom are now spending more time at home and using their kitchens for much more than simply cooking, set the tone for an optimistic year ahead.

Said Jonathan Stanley, vice-president for marketing at Caesarstone UK and EMEA: “Working from home has quickly become the new normal and we have all had to think on our feet regarding our new home office set-up. With that in mind, many of us found ourselves working from the kitchen, bringing a whole new dimension to this already multifunctional space in the home.

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“This increase in consumer interest shows promise for 2021. We are predicting growth within the mid to high-end kitchen market, fuelled by a consumer desire for quality materials from proven, branded suppliers at a reasonable price, plus further factors contributing to hygiene, durability, and longevity. As the market remains optimistic, the growth we are likely to see will be steady, boding well for the kitchen industry in the long-term.”

After the successful launch in August last year of its Dark Collection (Empira Black pictured), Caesarstone has this year added four new products to its Metropolitan and Supernatural collections of quartz surfaces. It believes that the introduction of its first ever portfolio of outdoor quartz surfaces this spring, and a further collection of paler tones later this year, will help it build upon this

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