Aside from the headline stories of Showerlux and AWA ceasing to trade, one of the biggest topics getting the industry talking has been rumblings about comparison quotes. It's posing a genuine concern for high street retailers, who are losing out on business with apparent like-for-like competitor quotes, which actually are a lower specification than the original. So the launch of a kitchen comparison site (www.kitchen-compare.com) can only be a good thing...can't it? We all know the kitchen can be a complicated purchase and if a website can provide specification and price transparency then it should be applauded.
Yet, can a piece of software genuinely provide direct comparisons between kitchen purchases? Let's ignore the fact the website only covers three DIY brands and isn't representative of the entire retail marketplace. Let's overlook it only gives a price on three scenario layouts and if a consumer wants a red gloss kitchen, it will merrily costs a bright red decor against burgundy. It is new and has to start somewhere. My concern is that it only costs out the furniture, worktops and handles, what about appliances, sink, tap, lighting, heating - not to mention the potentially hefty bill of installation? (Although I have been informed these are to follow shortly).
We all know there is so much more to a kitchen purchase and refit than simply the price of each individual product. What about the design aspect of creating a kitchen, tailor-made to each client's requirements? What about the customer service, creating a purchasing experience which is memorable for all the right reasons? What about the fit, managing the entire interior project and organising related trades to create a seamless refurbishment and within deadline? In short, what about the entire customer journey, and their satisfaction?
Consumer champion Which? magazine surveyed its readers, last year, on the best price to buy a kitchen but looked at a wider remit than simply the cost. While price is certainly an important factor for consumers in this tough market, surely we should be championing value for money?
The website may be a starting point for some consumers, showing the very base level they need to be thinking about for a kitchen budget - but by missing these important elements is it really helping the consumer as it professes? Or does it just further muddy the water only aiding to confuse the consumer about what a kitchen purchase truly involves.
Let us know what you think. Email the editor, Philippa Turrell with your thoughts.
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