Strategic Turnaround of Bathstore: Overcoming Market Saturation for Business Growth
Case Study 2
Bathstore, Watford
The Challenge:
I joined Bathstore as Head of Marketing and E-commerce, drawn to the challenge of reversing a four-year systemic decline at the UK's largest specialist bathroom retailer. My brief was to develop a marketing strategy for business turnaround, restore profitability in a saturated, recession-hit market, and make it an attractive proposition for potential buyers.
Strategic Action:
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Brand & Market Analysis: A comprehensive review of the business's performance and market dynamics, coupled with in-depth customer research, revealed that Bathstore’s brand proposition was no longer resonating with consumers. These insights were instrumental in reshaping the brand's proposition to drive its revival.
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Product Strategy Overhaul: Collaborated with the founder to redefine the product and pricing strategy, repositioning the brand to emphasise its expertise in delivering high-quality, aspirational bathroom solutions focused on modern design, aesthetics, and technology. The turnaround centred on strategic investments in growth categories and refining the product range to appeal to both budget-conscious and premium customers. The 'Bathstore Basics' entry-level range quickly contributed 5% of total revenue in its first year, while the 'Bathstore Boutique' premium line successfully captured market share from specialists and premium retailers.
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Customer Experience Enhancement: Recognising the importance of the customer journey, the brand’s proposition was expanded to include fitting and turnkey solutions. Showroom staff received extensive training in design and customer engagement, significantly improving the in-store experience. Furthermore, the in-store merchandising strategy was completely revamped, transforming the brand from a standard bathroom product retailer to a more inspirational, solution-oriented environment that encouraged browsing and discovery.
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E-commerce & Digital Transformation: Bringing Bathstore into the digital age was critical. Supported by a comprehensive digital strategy to drive traffic, leads, and revenue, the launch of a transactional website drove 6% of total company sales in its first year, exceeding targets.
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Marketing Strategy & Agency Review: An essential aspect of Bathstore’s revival was the complete reimagining of the marketing strategy. Rather than abandoning traditional channels like TV and catalogues, I optimised the mix with TV sponsorships, high-impact PR campaigns, and quantifiable digital channels, significantly improving ROI. In tandem, I initiated and led a full agency review and pitch process, appointing some of the best-in-class agencies, which not only delivered improved campaign outcomes but also achieved £0.5m in cost savings.
The Result:
Through close collaboration with my fellow board members, Bathstore reversed its performance from an 18% decline to 15% growth within just one year. We achieved improvements in all brand metrics, including doubling spontaneous awareness and moving Bathstore from 4th to 2nd place in consumer consideration, overtaking Wickes and Homebase, and ultimately leading to the successful sale of the business.
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