GROHE Launches Flagship Initiative For Installers: GROHE Professional

• GROHE Professional simplifies the everyday work of professional partners thanks its 360- approach to industry problems
  
  
• Dedicated product portfolio enables efficient job completion with easy-to-install, reliable quality

• Tailored service and training concept offers support for experienced and young professionals

The sanitary industry has entered a new cross-section of consumer demand: there is continued growing demand for property improvement due to societal environmental concerns and demographic changes. This goes hand in hand with superior design and functionality expectations from consumers when it comes to their living spaces, as well as an increasing complexity of products that can be time-consuming to install. Although this increase in demand should be a reason for joy for the sanitary industry, it turns out to be more of a dilemma, with on average, 65%(1) of installation companies missing out on projects due to labour shortages.

Born from the changing nature of the trade and installation industry, GROHE Professional is a new subbrand from GROHE, tailored to installer’s needs that has just one goal in mind: to simplify professional everyday work for those at the forefront.

GROHE Professional consists of a dedicated product portfolio that includes reliable bestsellers like GROHE Eurosmart or easy to install concealed champions such as the GROHE Rapido SmartBox, in combination with a comprehensive service and training concept, at the heart of which is the GROHE GIVE programme and the brand-new GROHE+ loyalty scheme.

As the daily supporter of our brand’s partners in the trade and on construction sites, the GROHE Professional initiative keeps them one step ahead of the competition and paves the way for the future of the industry. Thanks to its 360 approach, GROHE Professional supports tradespeople with tangible solutions across all areas of the industry, from product, skill development, communication, and customer service.

“With GROHE Professional, we underline our commitment to our professional partners. Based on our experience and expertise, we have put together a comprehensive product and service package that offers the sanitary industry solutions for the challenges of today and tomorrow. Installers are the backbone of our industry, so for us as a reliable partner, it is a matter of course to assist them in their busy everyday lives as best as we can”, says Jonas Brennwald, Leader, LIXIL EMENA and Co-CEO Grohe AG.

The GROHE Professional portfolio: Iconic bestsellers and hidden champions 

To make installers’ everyday work as easy and efficient as possible, GROHE Professional lends a helping hand with established bestsellers like GROHE Eurosmart, the GROHTHERM thermostat family, plus new behind-the-wall heroes such as the GROHE Rapido SmartBox and GROHE Rapid SLX which is QuietMark approved. The portfolio, valued by experts around the world, is built on four simple brand values: reliable quality, timeless design, innovative technology with easy yet quick installation, and – sustainability from the production and throughout usage. Another time-saving advantage of GROHE's Professional portfolio that supports installers’ businesses is the Perfect Match design approach. As kitchen and bathroom experts we offer holistic product solutions which perfectly match in form and function, offering a coordinated finish. This not only simplifies the consultation process with customers, but also offers up selling opportunities.

The future is now: Training for the next generation

In addition to product innovation, with the launch of its Professional collection GROHE is also investing further in the future. A significant shortage of budding talent within the installation profession is taking its toll on flourishing businesses. To counteract this development and provide consumers with access to skilled employees, the GROHE brand has established two dedicated programmes for the next generation of new professionals, as well as seasoned installers looking to undertake continued professional development. With its GIVE programme (GROHE Installer Vocational Training and Education), GROHE supports plumbing schools across the EMENA region with the training and education of aspiring young installers. GROHE enhances school facilities by setting up a fully functioning installer-training space with modern equipment and training material. After graduation, GROHE supports the students in gaining work experience or placements at GROHE partners. In the UK, a successful training facility of this kind has been running for several years with the Colchester Institute, with this blueprint being used internationally to provide skilled installers on a global scale.

Further enhancing its training touchpoints, GROHE’s digital experience-hub for partners and consumers, GROHE X adds extra educational resources to the mix, with purposely created content to educate and inspire. 

Welcome to GROHE +: Loyalty for long-term success

GROHE has developed GROHE+, a loyalty programme and app based on a comprehensive service concept to optimise the professional’s business. The goal is to create a loyalty programme that supports the everyday work of installers in the best possible way. The result is a service package with benefits for installers and consumers, such as fast-tracked contact to GROHE’s customer service team and technical experts, as well as easy access to portfolio information. In addition, there will be installation techniques and maintenance training available across all products that support in continued professional development. As a quality-approved reference point for homeowners, successful GROHE+ participation will be displayed on the GROHE website. This saves time and considers the expectations of end-users, as consumers are making more informed purchases. Another two additional competitive advantages of becoming a certified GROHE installer is the opportunity to provide customers with an extended warranty and to get connected directly with new clients via the GROHE website

1 USP, Report European Mechanical Installation Monitor Q4 2019, 2020

Source : GROHE

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.