kb-eye    Exhibition 05 Mar 2018
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Stand D89 – British Ceramic Tile sets out to ‘sell the dream’ to retailers at KBB Birmingham

Sell the dream, not just the tile, is the key message to retailers from British Ceramic Tile at kbb this year. The company is looking to work with retailers at the show, communicating the key trends set to influence the market and the solutions that will help consumer dreams become a reality.

The aim is to demonstrate to retailers how they can embrace the same philosophy in store and tap into consumer demand for buying the complete look. The company will showcase its new concept stand, which brings to life the latest design trends in four different kitchen and bathroom environments, alongside a central social area where the team will be on hand to provide one-to-one expert advice on how customers can best recreate these looks in their showrooms.

This new messaging and show concept is part of British Ceramic Tile’s exciting new brand strategy, which Jayne Adamson, Head of Retail Marketing and Brand, explains: “From our brand research, it was apparent that there is a real lack of brand authority within the industry and that consumers are in need of inspiration and advice when it comes to choosing tiles. They want design solutions, not just a tile, that will transform their kitchens and bathrooms. As a brand, it’s our role to provide the consumer with all the help they need during the decision making process and that has to start with the support we give to our retail customers. We want to inspire their customers to buy the dream; the full look from start to finish. Our product launches are timed with the show to ensure we’re bringing the latest innovations to the retail audience as well as specialist one-to-one advice on how to sell these in store.”

The company will unveil a number of new products exclusively at the show. Retailers can expect a sneak preview of HD wood-effect ceramic tiles, a stylish terrazzo-inspired collection and the unveiling of a brand new large format range.

Alongside sneak previews, the stand will showcase recently launched products, purpose-built to tap into current interior trends. A key focus will be on the new HD Galvanised collection, which embraces the trend for industrial living. The range offers the same design aesthetics as subtly rusted metal with a unique oxidised effect and fine glass granule finish for maximum impact. While BCT’s iconic designer collaborations, including the new V&A Metro collection, will also stand in the spotlight.

Visit stand D89 to find out more.

British Ceramic Tile | britishceramictile.com