Words: Terry Kent

With hundreds of outlets up and down the country and millions of pounds to spend on marketing, the national KBB retailers certainly have the advantage of scale, but what is the actual customer experience like for their shoppers? 

By studying their techniques and approach, retailers can gain valuable insights that will help them refine their own strategies and improve the overall customer experience.

As a marketer specialising in the independent KBB sector, identifying my clients’ direct competitors and analysing their strengths and weaknesses is essential. It’s an approach that enables me to learn new tactics that cut through the marketing noise to distil a strong offering to drive better results.

I usually start my research by looking at reviews and social media, as this offers direct insight into what customers genuinely love or dislike. While I don’t focus on individual reviews, it doesn’t take long to identify recurring trends.

For example, customers might praise the in-store experience but criticise the delivery service, or like the design but be disappointed with the quality. Another approach I use is becoming a ‘mystery shopper.’ There’s no better way to fully understand the customer experience than by stepping directly into their shoes.

I recently visited a few of my local national kitchen retailers, and the experience was, to say the least, eye-opening. Exploring Wren Kitchens, Magnet Kitchens, and Howdens revealed a mix of impressive strengths in marketing and customer engagement, alongside some notable shortcomings.

Each retailer showcases a unique approach, offering an intriguing snapshot of how the kitchen retail industry is evolving and the often delicate balance between polished marketing and the reality of customer experience.

David and Goliath

Wren Kitchens stands out as the polished, high-energy player. Walking into one of their showrooms, you’re immediately struck by how spacious and organised it is. The displays are thoughtfully arranged, showcasing a wide variety of styles from contemporary to classic. 

Their use of in-store technology is excellent too, with screens providing detailed product information and finance options. But marketing is where Wren truly excels – their strong online presence, complete with a 3D planner and virtual consultations, is a testament to their understanding of consumer habits. They effectively use social media to build the brand, sharing customer stories, design ideas, and even price comparisons.

However, this glossiness has its downsides. While their sales team is enthusiastic and welcoming, the experience can feel a little too sales-driven. Multiple prompts to book a design visit or leave personal details can come across as pushy rather than supportive. Additionally, their reliance on subcontracted fitters can leave customers feeling stranded during the installation phase, especially when faced with additional costs for wet and electrical works that aren’t covered in their standard packages. Wren markets itself as a one-stop shop, but the reality doesn’t always live up to the promise.

Magnet Kitchens takes a different approach, positioning itself as a more premium retailer with a focus on aesthetics and showroom presentation. Their concept showrooms are undeniably beautiful, creating an environment that feels fresh and welcoming. The illuminated signage, fragrant air, and modern layouts all contribute to a sophisticated first impression. 

Magnet also does well to market its products with attractive financing options, particularly on their high-end ranges, which are likely to appeal to customers looking to spread the cost.

But despite the inviting atmosphere, Magnet’s execution can fall flat. Their displays, while stylish, often lack depth, with some feeling underwhelming or even uninspiring when you examine them closely.

Issues such as lightweight doors and broken catches detract from the overall impression they’re trying to convey. The marketing messages Magnet promotes, “premium products, tailored service”, aren’t always supported by the customer experience, from my visit.

Howdens, meanwhile, operates on a completely different model, targeting trade customers rather than the end consumer. Their depots are designed for functionality rather than aesthetics, and this becomes apparent the moment you step into their premises.

The focus here is on convenience for tradespeople: in-stock products, speedy service, and trade discounts. Howdens’ marketing strength lies in its reputation among the trade, with an emphasis on reliability and value.

For retail customers, however, this approach can be alienating. The depots lack the inspiration and clarity of a traditional showroom. The displays are minimal and often uninspiring, with limited ability to interact with or even price products.

Retail customers who venture into a Howdens location (I can’t really call them “showrooms”), are left feeling like outsiders. The staff are courteous but unable to provide clear guidance without involving an installer, leaving the impression that Howdens is a place for tradespeople only – not homeowners.

Independent wins

The common thread with the nationals is that their marketing often promises more than their actual service delivers. Wren dazzles with its digital tools and showroom sophistication, but its after-sales service can be inconsistent.

Magnet charms with beautiful concept spaces but struggles to provide a cohesive experience. Howdens capitalises on its trade-focused reputation but has little to offer the average customer looking for a seamless supply-and-fit solution.

The gap between what’s promised in the marketing and what’s experienced on the ground remains a challenge. For customers, this means navigating these promises with care; for competitors, it offers an opportunity to combine the best of these approaches with a more holistic and transparent service.

Exploring the marketing strategies of these three major retailers highlights key lessons for independent showrooms. The first is visibility. Wren, Magnet, and Howdens excel at ensuring their brands are front-of-mind for customers.

Independents, while lacking the resources for national campaigns, can focus on building strong local visibility through targeted social media ads, collaborations with local influencers (which can be your own installers if you sub-contract, or your previous clients), and participation in community events. Highlighting unique offerings and local expertise can create a connection that large retailers just can’t replicate.

Streamlining the customer journey is another area where independents can learn. Wren’s seamless process, from initial enquiry to design presentation, keeps customers engaged and moving forward. Offering free or low-cost home design services, quick responses to enquiries, and tools to visualise designs can significantly enhance the experience.

Independents can also differentiate by being transparent and comprehensive in their quotes, including all aspects of installation, eliminating the hidden costs often found with national retailers.

Finally, personalisation is a critical area where independents have the upper hand. Large retailers often provide standardised designs, while independents can offer bespoke solutions tailored to individual needs.

Whether it’s using unique materials, adapting to challenging spaces, or creating custom features, this flexibility is a significant advantage. Marketing this bespoke approach through testimonials, and before-and-after photos can effectively showcase the unique value independents bring.

In conclusion, while national retailers have the advantage of scale and visibility, their shortcomings create opportunities for smaller showrooms. By focusing on local marketing, streamlined customer experiences, and bespoke solutions, independents can position themselves as trusted, high-quality alternatives.

The key is to take what the nationals do well, adapt it to your scale, and deliver a service that feels personal, authentic, and genuinely customer-focused.

Money matters

Just how successful are the national retailers? And how are they faring in the current difficult trading climate?

Wren Kitchens

The retailer’s parent company saw pre-tax profits of £35.1 million according to its 2023 financial results, which was a concerning 53% drop from the previous year’s £75.9m profits. The group saw annual turnover of £991.6m – a decline of more than 26% over the prior year’s figure of £1.25 billion.*

(*West Retail annual report for 2023, released October 2024.)

Howdens

Howdens had an ultimately successful year in 2024. The retailer said it had seen revenue rise to £933.7 million at the halfway point of the year, with pre-tax profits rising to £112.3m. Taking November’s trading update into account, the business enjoyed a revenue increase of 1.7% over its 2022 figures.**

(** Howdens trading update, released November 7 2024.)

Magnet

Magnet had a relatively bumpy year last year, as it also announced the closure of 15% of its total stores. In February 2024, the retailer said operating profit dropped by more than 150%, down from SKr 191m at the end of 2022 to SKr 99m at the end of 2023. In its latest results covering Q3 2024, operating profit plummeted by a staggering total of almost 200% year-on-year, dropping from 65m SKr (£4.6m) during Q3 2023, to -58m SKr (-£4.1m) at the end of the quarter.***

(*** Nobia end-of-year results 2023, released February 2024. Nobia Q3 trading update, released November 2024.)

Wickes

In its 2023 end-of-year update Wickes saw revenue of £1.5bn, a mostly flat 0.3% downturn over the previous year. The retailer also enjoyed pre-tax profit of £41.1m, which is an increase over the previous year’s figure of £40.3m. Despite the encouraging figures, Wickes’ revenue for design & install for the financial year so far was reported at £245.9m in its most recent trading update, which represents a worrying 14.1% decline across the fiscal year so far. ****

(**** Wickes end-of-year results 2023, released March 2024. Wickes Q3 Trading update, released October 2024.)