These are the kitchen and bath customers you want to reach in 2020.

  • Categories:

    Industry Trends, Marketing Insights

  • Date:

    December 10, 2019

These are the kitchen and bath customers you want to reach in 2020.



Industry Trends, Marketing Insights

If you work in the kitchen and bath industry, you know the market is evolving — but how, and how do those changes affect your business? Who are the essential consumer segments you need to be thinking about, and what are the keys to turning these consumers into customers?

January 22 at the Kitchen & Bath Industry Show (KBIS) in Las Vegas, I’ll tackle that topic in my presentation, The Future in Kitchen & Bath: Predictions Regarding Crucial Customer Segments. The talk, based heavily on exclusive research produced by the Research Institute for Cooking and Kitchen Intelligence (RICKI) for Kitchen & Bath Design News (KBDN), will uncover the latest insights to help ensure your products and marketing align with the most promising segments.

Want to attend this event for breakfast and valuable insights? Register here. Until then, keep reading for an early taste and tips for building your business in 2020 and beyond.

10 Tips for Building Your Kitchen and Bath Business in 2020

  1. Younger homeowners are really starting to make their mark, but Midlife Made-Its are still your sweet spot. These homeowners, currently in their 40s or 50s, are at the peak of their earning years and want a nicer kitchen or bath to show for it. Kitchen and bath designers surveyed by RICKI report that together, Midlifes account for 55% of their customer base. Appeal to this influential segment with products such as high-end appliances and specialized storage solutions.
  2. Designers expect Moving Ups (homeowners in their 30s or 40s buying a move-up home) to join Midlife Made-Its in driving growth and profit over the next five years. These consumers want connected, beautiful homes, with products such as smart appliances and unique backsplashes. Their style tastes lean toward transitional (43%) or traditional/refined (34%).
  3. Younger Starters (new homeowners in their 20s or 30s) are not ready to be a driving force, and they’re also the most challenging segment. Their style tastes trend toward new, with almost half (49%) preferring a modern look.
  4. Older Next Phasers (in their 50s or 60s, with winding-down work lives) have almost come to expect universal design elements that make their lives easier.
  5. New technologies represent the number-one change for designers, thanks to widespread integration of tools such as 3D design software and virtual reality.
  6. Designers are shifting more of their marketing to digital platforms, but customer experience still reigns supreme.
  7. It’s still great to be green. Looking ahead, 44% of designers offer or plan to offer more eco-friendly products.
  8. In the showroom, first impressions are everything. Designers call more/better showroom displays their number-one priority, and a whopping 86% have made changes or plan to make changes to their showroom.
  9. It pays to be social. Social media use ranks as one of the top five business technology changes for designers.
  10. Connectivity is key. Designers count digital customer communications including texting as another crucial shift in their business practices.

Enjoy the appetizers? If so, I hope you’ll join me for the main course on Wednesday, January 22 at the Renaissance Las Vegas Hotel. Kick off your day with a continental breakfast at 7 a.m., followed by the hourlong presentation 7:30–8:30. Register Now

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