As a business owner within the kitchen and bath industry, attracting luxury customers can be challenging but fruitful if executed correctly. Catering to this market requires a different approach compared to mass-market clients. Luxury clients demand premium quality, personalized attention, and unique designs that showcase their lifestyle and tastes. Here are some tips on how to attract the luxury customer for your kitchen and bath business:
- Understand Your Target Market – Luxury customers have high expectations and are willing to pay top dollar for the best quality and service. Attracting them require you to understand their needs and preferences based on the business you run. Research demographics, interests (in-person and digitally), locations and lifestyles. The luxury customer has completely change and you will be surprised how different these customers can be based on what we think we know. If you are just beginning a business where you want attract this client, use information like this to help you tailor your marketing and services to garner their attention.
- Showcase Your Expertise – Luxury customers are discerning and look for expert advice and guidance when it comes to their kitchen and bath design. Position yourself as an expert in your field by showcasing your knowledge and experience. If you are an Interior Designer, partner with K&B showrooms or Luxury Brand Manufactures to learn about the latest and greatest in today’s product offerings. Don’t be afraid to leverage social media or blogs to educate and inspire what you are capable of achieving for them. Showcasing your expertise online is a great way to build leads. Use video and document your projects.
- Offer Customized Design Solutions – Luxury customers are looking for unique, personalized designs that reflect their tastes and preferences. It’s always about being the first or having something no one else is able to get. Offer customized design solutions that cater to their individual needs, whether it’s through unique materials, high-end appliances, or one-of-a-kind fixtures. Position yourself in your marketing materials as a person who offers customized design solutions and share them in your portfolio.
- Provide Exceptional Customer Service – Luxury customers expect exceptional customer service, from the initial consultation to the final installation. Ensure that your team and partners are certified, well-trained and equipped to provide personalized attention and care to each customer. Go above and beyond to make sure that their experience with your business is memorable and positive. This is where word of mouth becomes powerful. When your client is entertaining family and friends, they question typically comes up, “Who did you hire?” and that where you business can grow.
- Partner with High-End Brands – Collaborate with manufacturers, influencers, retailers, magazines, and non-competitive industry peers who offer premium products and services. Create experiential events with these brands, such as product trainings or cooking classes, and leverage a luxury home you’ve designed to showcase your expertise. The goal is to create an experience that allows your clients to engage with the product, see your design, and, most importantly, engage with you. This can help you offer the best quality and design to your clients and differentiate yourself from competitors.
Attracting luxury customers requires a strategic approach that focuses on premium quality, personalized attention, and unique designs. By understanding your target market, showcasing your expertise, offering customized design solutions, providing exceptional customer service, and partnering with high-end brands you can attract the right clients and build a successful business within the kitchen and bath industry.
Shaun Ayala
Kitchen & Bath Marketer – Pacific Sales/Best Buy