Graham Showroom Brochure Case Study

Part of the Saint Gobain Group and sister company to Jewson, Graham the Plumbers’ Merchant has been a bluesky client for over 5 years.

Project: showroom brochure

This project went above and beyond the usual remit of a ‘design and marketing’ agency, drawing on the bluesky team’s client-side background, bathrooms category knowledge and home products retail marketing experience.

What we did:

Research:

The first stage in the process was to establish the showroom brochure range. We entered into an intense period of competitor research, product analysis and evaluation covering density of range, no. of skus by style, price points, pack offers as well as the brochure and showroom presentation.

Proposal:

Our findings led to our proposal for Graham to have a much smaller, yet more defined and coherent offer that represented the right range mix by brand, style, product type and price point ensuring that the customer would enjoy enough choice, would understand the range architecture and hierarchy and would, most importantly, decide to buy from Graham.

Range implementation:

The range development programme involved working closely with Graham’s product team, marketing department and their key suppliers.

We worked with all of the above to pull together a clearly price-pointed range with logical architecture and well considered add-on and complementary products to complete the bathroom.

Our proposals also included recommendations re roomset photography, product groupings and lifestyle focus to ensure each range appealed directly to their target markets. In-store communication, POS and staff training were also covered by bluesky in support of the brochure project.

Design:

Traditionally considered as a ‘trade’ destination the Graham showroom brochure needed to appeal to their plumbers’ customers, the end user as well as the plumbers themselves.

We created a simple, consumer-friendly design that presented inspirational roomsets backed up by clear product information and explanations. Terminology throughout was as jargon-free as possible, reinforcing Graham as the experts at every opportunity.

Results:

The showroom consultants were immediately enthused and motivated by the new brochure. Instead of loading up every customer with a huge pile of manufacturers’ brochures they were at last able to give them one concise publication featuring all the choice they could need – Graham’s recommendation of the very best products available. It made selling the range easier, as the consultants had much less product to concentrate on. Before long they knew every page inside out.   

Sales increased overall and on two particular suites where price points were adjusted and new roomset photography was taken sales uplifted by over 200%. Ordering and deliveries also became smoother as a result of the rationalisation.