VitrA reports that its innovative Fit and Forget campaign designed to highlight the design features of VitrA’s concealed cistern frames has seen sales double year on year.
VitrA is a major supplier of wall-hung sanitaryware and of the frames that make installation fast and straightforward. To encourage retailers to make greater use of VitrA concealed frames, the company launched its Fit and Forget campaign earlier this year.
“We offer an extensive range of wall-hung WC’s from our in-house design team and from international designers that have undoubted consumer appeal,” says VitrA Marketing Manager Margaret Talbot. “But there is consumer unfamiliarity around the benefits of wall-hung WC’s and a reluctance by retailers to consider alternative manufacturers. We recognised that both installers and retailers needed to better understand the VitrA offering. VitrA offers a comprehensive range of systems making us a single source supplier for all things bathroom.”
Selected retailers were chosen to receive a direct mail package which included an introduction letter and elegant presentation box containing the award-winning complementary Sirius Flush Plate, 8 flush plate spec cards, incentive information, flyers and a poster for the installer promotion that ran alongside the retailer incentive.
Retailers that received the direct mail pack could claim a free frame and as a further incentive, VitrA offered a £10 Love2Shop voucher for every frame purchased. One particularly successful aspect of the campaign was giving retailers the opportunity to host an installer breakfast morning to introduce their fitters to VitrA frames. Installers who attended a breakfast morning were able to claim a free frame, as well as having the opportunity to see a range of wall-hung frames and flush plates and receive some top tips for quick and easy installation.
“Every retailer really appreciated the level of support we offered with this campaign,” says Darren Paxford, Sales Manager. “The results speak for themselves – the Fit and Forget campaign does exactly what it says – you really can fit a VitrA frame without worrying about future problems. The campaign highlighted the many advantages of our frame system. We know that historically providing access has been a concern for installers, so our frames have a panel gap on the body and an easy to remove flush plate that provides optimum opening space to access the cistern for servicing or repairs. Every one of our frames is WRAS approved and as more and more customers seek a reduced flush volume it is great that we can provide frames that operate at 3/6 litres and 2/5.4 litres. This reduced volume results in a 70 per cent reduction in water consumption. Our frames come with up to eight fixation points, giving the customer confidence in the strength of the product and there is an excellent range of flush plate designs including the VitrA Sirius mechanical flush plate that won an iF product design award.”