As we emerge from the recent UK election with a new government, I'm always struck by how many people apparently wait for political clarity before making big decisions, like embarking on home renovation.
I say 'apparently' because every second kitchen retailer I've spoken to in the past six weeks seems to have felt that things have been a little slower, suspecting the election had some bearing on that.
They may be right.
But personally, I don't see the logic of anyone weighing up more significant decisions against entirely macro issues, where the outcome stands to have little impact on them individually.
A typical business example would be waiting to see who the government will be before hiring new staff. Well, I can assure you that it's cost me more over the years by not making hiring decisions during uncertain times than it would have by hiring!
Now that the uncertainty is over, it's time to talk about what comes next for the UK's independent kitchen retailers.
As usual, there's opportunity and threat.
While the end-of-election uncertainty means some people may be more likely to move forward with significant purchases, we're also facing two of the great adversaries of kitchen sales over the next couple of months:
Sunny weather and school holidays.
To make the most of this situation, we have two strategies:
Seize immediate opportunities
Prepare for the typical autumn surge
The one you choose will depend on the state of your sales pipeline right now and your installation capacity for autumn and beyond.
Strategy 1: Seize immediate opportunities
Yes, summer is typically quieter, but now we have a potential post-election boost. So, prepare to make the most of it.
Ramp-Up Marketing: This is the time to go all in with your marketing. Sure, there may be fewer buyers, but that's why you need to fight even harder for those who are there! A plausible angle to take is to highlight that now is a great time to invest in their homes.
Special Offers: Consider running a summer promotion to entice those who might be on the fence. Sometimes, a little nudge is all it takes, and it’ll help draw attention to your business.
Google search ads and paid social media advertising with a call to action are ideal for this time and this type of message.
Strategy 2: Prepare for an autumn surge
If you don't need immediate sales and new leads so much and have decent capacity beyond autumn, this might be the better option for you.
Invest in Your Brand: Strengthen your brand during the typically quieter summer months. This will set you up for success when demand will likely pick up in the autumn.
Stay Engaged: Keep the lines of communication open with your potential customers. Share valuable content and stay top of mind.
Paid social media ads, lifestyle magazine ads and email are all ideal for this type of messaging.
The post-election period, combined with summer, offers both challenges and opportunities. Whether you're focusing on immediate sales or setting the stage for the autumn, the key is to stay proactive and adaptable.
If all goes well, we've also got an interest rate cut predicted for August—something that will have tangible benefits for those selling bigger-ticket items over the months that follow.
If you could use a helping hand with marketing, that's why we're here. Email me at david.barker@inspirekbb.com, and let's arrange a chat.
