An ever-expanding array of technology tools is being utilized by kitchen and bath design professionals for marketing, sales, client communications, design and other business functions as the market – along with the workplace, the consumer and technology itself – continues to evolve.
At the same time, several key challenges – from the expense of cutting-edge technology to the learning curve required to implement many of the latest innovations – is apparently preventing other design professionals from jumping on the technology bandwagon.
Those are among the key findings of a nationwide survey conducted by Kitchen & Bath Design News in conjunction with its exclusive research partner, the Research Institute for Cooking and Kitchen Intelligence (RICKI). The online survey, fielded late last year, polled nearly 250 kitchen and bath dealerships, design/build remodeling firms and related businesses regarding their current and anticipated use of business technology (see related Editorial and sidebars below).
The KBDN-RICKI survey revealed, among other findings, that smart phones, desktop computers, CAD software, laptop computers, video conferencing and tablets/iPads are utilized by at least 50% of the kitchen/bath design professionals surveyed. A sizable number of survey respondents also reported the usage of product-ordering software and flat-screen TV and other projection screens to showcase kitchen and bath projects. Far fewer said they utilize video/webcams, project management software and contact management/marketing software as part of their daily business functions (see Figure 1).
A similarly wide range of web-based technology tools is also being utilized by kitchen and bath design firms, the KBDN-RICKI survey found. Specifically, more than 82% of those surveyed said they currently use design software, while a similar number use their company’s website to market their services and capabilities. Other commonly used web-based tools include social media and cloud-based storage (see Figure 2).
Technology tools are used most frequently for project drawings or designs, client presentations, product ordering, sales or marketing, and internal business functions such as accounting, surveyed design pros said (see Figure 3).
When it comes to the greatest perceived benefits of technology, roughly 85% of survey respondents reported that it enables them to better help clients visualize projects, while nearly 70% said it provides better communication capabilities, and a similar number said it saves time and enables greater efficiency. Others said technology gives their company greater reach and makes it easier to work with clients remotely (see Figure 4).
Design firms generally believe that technology is important to their clients in terms of providing business services such as communications. Specifically, 43.8% said that technology is “very important,” while 34.7% said it is “important.” In contrast, only 19.2% said technology is only “somewhat important” and another 2.3% said it is “not very important.”
Surveyed design firms also told KBDN that they spend a median of about 10% of their annual budget on business technology. 31.8% said they spend between 5% and 10% of their annual budget, while 21.2% spend less than 5%, 18% report they spend between 11% and 15%, 13.8% spend between 16% and 20%, and 9.2% spend between 21% and 30%. Only 6% of those polled reported that they spend more than 30% (see Figure 5).
In terms of technology spending plans in 2023, the bulk of those questioned (66.2%) said they’ll be spending about the same amount of money on technology this year than in 2022, while 26.3% said they’ll be spending more, and 7.5% said they’ll be spending less.
KEY CHALLENGES ABOUND
But while the use of technology has clearly proliferated, it’s not necessarily smooth sailing for design firms. Indeed, business owners report an array of key challenges when it comes to utilizing technology. Among them are the learning curve for implementing technology, the training time need for staff, the expense of products such as software and hardware, and the expense of hiring outside tech help. Others report that the changes in technology are too fast to keep up with; that they have problems in using it with customers, and that it requires them to be “on” 24/7 (see Figure 6).
Design firms also report that they are prevented from doing more of their marketing digitally by a variety of factors, including a lack of technical skills (42.1%), too much time to implement (41.1%), their business is doing well without it (38.9%), it’s too expensive (18.9%), they’re uncertain about the benefits (17.9%), it’s not important to their clients (14.7%), and there are too many choices available (14.7%).
Among other key findings of the KBDN-RICKI survey:
- Overall, most surveyed design firms reported that they are satisfied with the functionality of the technology they are currently using. Specifically, 21.2% said they are “very satisfied,” while 70.5% said they’re “mostly satisfied.” In contrast, 7.5% reported they are “not very satisfied,” while only 0.8% said they’re “not at all satisfied.”
- In a similar vein, 19.5% reported they are “very satisfied” with the ease of use of the technology they’re currently using, while 68.9% said they are “mostly satisfied.” By way of comparison, 10.8% said they are “not very satisfied,” and 0.8% reported they are “not at all satisfied.”
- 22.7% of the design firms surveyed said they do only digital marketing, 30.5% are actively trying to mix digital marketing into their overall marketing plans, and 12.8% have limited integration. 17.2% said their use of digital marketing is minimal (mostly ad hoc and not mixed into their marketing plans), and 16.7% said they don’t use digital marketing at all.
- The primary technology tools used for marketing are websites (82.8%), followed by social media posts (64.1%), Facebook ads (34.0%, and email blasts or newsletters (28.7%).
- When visiting a kitchen or bath industry-related website, design pros are most likely to look up product specs (82.4%); research new products (78%); read product information or reviews (69.8%); read news articles (57.6%) and watch videos (54.1%). Among those surveyed, 48.6% said they use technology to sign up for webinars, 35.1% sign up for alerts or newsletters, 33.2% purchase products, 26.8% read blogs, and 19.5% listen to or download podcasts. ▪
Design Firms Seeking More Intuitive, Easier-to-Use Business Technology
Products and applications that are more intuitive, easier to use and easier to understand would go a long way toward helping kitchen and bath design firms address the myriad business technology challenges they’re currently facing, according to a nationwide survey conducted by Kitchen & Bath Design News.
The online survey, fielded by KBDN in conjunction with its exclusive research partner, RICKI, found that more user-friendly, intuitive and easier-to-understand products are foremost among the improvements most sought after by kitchen/bath design firms in the realm of business technology. Other desired improvements include more functionality with design software and modules; more effective integration with other software and platforms, greater affordability, and better support and training (see graph).
“As a ‘solopreneur,’ I’m trying to utilize technology to make my client experience crisp and my office more efficient, (but) I find that many of the products are slated for businesses with multiple employees or I have to pay for that level to get what I need,” one independent designer told KBDN. “I’ve been very frustrated trying to research products this year.”
“What I’d like to see is a continuous improvement in design programs allowing more details and layouts,” another design pro observed. “Since most of the programs have gone to yearly subscriptions, you have no other choice. It would be appealing to have module options of what you want to use and options of how that service can integrate with other services to make a complete system that works for your business. That would be the ultimate value-add.”
What follows are additional selected comments from other surveyed dealers and designers:
- “I would like my design program to be better integrated with product catalogs and have fewer bugs.”
- “I would like to have 100% confidence that the app or software will work while zooming with clients.”
- “The biggest area we wish to see improvement in is a blending of all of our marketing efforts between print and digital ads, so that we reach our target audience on multiple platforms. We recognize that our client base spans an age range that would be on social media platforms mainly, as well as in print platforms such as magazines.”
- “While the key element needed to close a sale is an in-showroom visit, improved communication tools such as digital presentations and the like will help secure a job.”
Wide Range of Communication Tools Being Used or Considered, Survey Finds
Kitchen and bath design professionals are telling Kitchen & Bath Design News that they’re including a wide range of client-communication tools within their arsenal of business technology – with plans to expand that arsenal apparently in the cards among many design firms.
According to a nationwide survey undertaken by KBDN and its research partner RICKI, nearly half (45.5%) of the design firms surveyed late last year report that they’re currently using enhanced online tools to communicate with clients about designs and proposals, while 44.8% say they’re actively conducting online meetings with clients and subcontractors. An additional 23.7% and 17.8%, respectively, say they plan to employ those technology tools in the future.
At the same time, 39.4% of survey respondents say they regularly update their company’s website, while 40.9% say they’re planning to do so in the future.
Virtual/augmented reality to present designs is currently being utilized by about 25% of survey respondents, with another 30% planning to add that tool to their technological mix.
Other high-tech currently in common use, or being planned, are platforms that allow online purchases and the use of virtual showroom tours on company websites (see graph).
