The demands on bathroom design have risen significantly, with the shower gaining a lot more attention, being preferred over bathing by 64 per cent of UK participants surveyed in a recent study by global market research institute, Explorare, commissioned by GROHE.
As many as 43 per cent are now viewing the bathroom as an indulgent space for wellness and relaxation with 48 per cent using the shower to help them relax, the survey found.
Whatever our reasons for showering; whether it’s an invigorating way to start the day, a quick freshen up after working out or for pure relaxation, our needs vastly differ from person to person and even day by day, and showers need to be able to meet this demand.
Alongside flexibility in design and functionality, the survey results revealed that safety and sustainability are two key factors consumers take into consideration when it comes to showering. 78 per cent said that having a shower surface that doesn’t get hot whilst they’re showering was a priority and similarly, 61 per cent deemed a thermostat that can balance out fluctuations in temperature an important factor in their shower’s performance. Meanwhile, around half (51 per cent) of Britons are actively trying to save water with 54 per cent seeking additional sustainable functions from their shower to help them live more eco-consciously in their day-to- day lives.
The combined results of the study provide in-depth insights into consumer behaviour around showering and help bring to light some key customer profiles:
- The “Hygiene Pragmatist”, who showers after exercise like 55 per cent of those surveyed, does not spend much time in the bathroom and favours a practical shower system that keeps water consumption to a minimum.
- The “Wellness Lover”, who is looking for intelligent shower systems with lots of innovative features for a truly luxurious water experience
- The “Freshness Enthusiast”, who prefers a shower system with comfortable user-centric features and high design standards.
The bathroom is no longer a purely functional room used exclusively for personal hygiene. Expectations have risen considerably which has been accompanied by the increasing complexity of bathroom design and furnishing.
Retailers, designers and installers can really build an understanding of their customer’s needs by exploring individual customer behaviour and combining this with their product and industry knowledge to make informed, relevant recommendations. At a time when 40 per cent of us are using the bathroom for some much-needed space and me-time, conveying the emotional added value of a product can create plenty of upsell opportunities, and ultimately result in a higher level of positive customer satisfaction.
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Main image credit: GROHE