What we heard at KBIS 2020
KBIS (the Kitchen & Bath Industry Show) is North American’s largest trade show that is dedicated to every aspect of kitchen and bath design.
It’s an important show
All major brands have a presence at the show and they spare no expense to display their newest styles and innovations to impress consumers, customers, buyers, designers, and show judges.
Brands bring their CEOs, top executives, marketing, sales, and design professionals to represent the brand and products.
It’s an important show where business is done, new relationships are formed, and existing relationships are strengthened.
What we heard
We attend the show for several reasons, including 1) to stay on top of the newest products, technology, and trends, 2) to build new relationships, and 3) to hear what’s on the mind of top executives and key industry decision-makers.
A common theme
Numerous top executives we spoke with expressed similar concerns and curiosity about how new domestic and international competitors are able to expeditiously go to market in North America via Amazon and other marketplaces. This was a consistent theme among plumbing, lighting, and other product categories.
All executives wanted to know the risk presented to their business, and also how to participate in the upside while protecting their existing business and channel partner relationships.
New brands can go direct-to-consumer more easily
By virtue of being new brands, they don’t have the same entrenched relationships, challenges, or constraints as well-established brands.
Amazon is the entry point for any new brand or seller looking to connect with end-consumers and Amazon has made it exceptionally easy, relatively speaking.
Brands can focus purely on sales execution because much of the value associated with brand building has been taken care by Amazon - consumer trust, recognition, and traffic (Amazon averages over 2 billion site visits per month).
Manufacturers are investing in D2C capabilities
Decision-makers know that having an online and eCommerce strategy is important. Many are starting with selling to online retailers like Build.com and Wayfair as a first step, but they are also looking to explore the benefits of developing in-house eCommerce capabilities and dedicated teams.
What you can do
If you are a management, sales, or marketing executive, you can contact us to see how we can help you evaluate the strategies, capabilities, resource requirements, and outcomes associated with a successful eCommerce operation.
About Friedland Enterprises
Friedland Enterprises is the only digital transformation and eCommerce advisory firm focused exclusively on Home Improvement.
Started by the Founder and former CEO of Build.com, the largest pure-play internet retailer in the USA for Home Improvement, we have 70+ years of C-level digital and eCommerce expertise.
Reach out and learn more by visiting our site:
https://www.friedlandenterprises.com
