Most Innovative Kitchen & Bath Retail Marketing
First place: Reico Kitchen & Bath
Experience and Education Highlight Retail Marketing
Much akin to Jimi Hendrix, Richard Maresco, president, and Andy
Armstrong, director of marketing for Reico Kitchen & Bath, want
to know: “Are you experienced?”
You see, the pair have developed a marketing plan, “The Reico
Experience,” that is based on customer service, a welcoming
atmosphere, broad product selection and a knowledgeable staff all
designed to educate both consumers and the trade about the
Springfield, VA-based company.
And educate people it has, to the point that the company has
earned first-place honors in K&BDN’s 2003 Industry Leadership
Awards for the category Most Innovative Kitchen or Bath Retail
Designed to drive retail showroom traffic and generate sales to
builders and remodeling contractors, the company’s philosophy is
very simple: “Our experience will improve yours.” Therefore,
prospective clients can learn about the company through a variety
of mediums, such as consumer, trade and television advertising,
public relations, Reico’s Web site and the company’s Call
Opened in Spring, 2002, the Call Center is staffed with a team
of experts trained to answer callers’ questions, advise callers on
types of information they should bring to their initial meeting
with a designer, direct calls to appropriate sections on the Reico
Web site and direct callers to the nearest Reico showroom.
Continuing the theme of education, the company also offers free
Do-It-Yourself seminars three times annually at 10 of its showroom
locations, as well as Miele product demonstrations. Approximately
400 people attend the D-I-Y seminars and 100 people attend the
Miele presentations each year.
So, what is the company’s secret?
Maintaining a strong sense of branding, the pair ensure that all
of Reico’s communications vehicles use a similar look, feel and
tone to promote “The Reico Experience.” They believe this helps
build familiarity with the company and creates understanding of the
finer points of the program.
Maresco and Armstrong also note that sending “the right message
at the right time,” is a crucial element, as is remaining
It appears to have paid off, as the firm has enjoyed a surge of
growth, most notably expanding from four showroom locations in 1996
to 18 currently, while enjoying a steady increase in showroom and
Web site traffic. It has also seen an increase in employee growth,
rising from 325 in January, 2002, to 400 today.
Second place: Z&G Enterprises
Family Firm Sends Out Its Marketing Message with a
It is no accident that Larry Lucci, president of Pittsburgh,
PA-based Z&G Enterprises, has enhanced his firm’s success with
the help of a strong marketing strategy.
In fact, Lucci points out that he, v.p. Jim Lucci and secretary
David Lucci used an extensive radio and billboard advertising
campaign over the past five years to help separate the company, a
family owned retail and wholesale kitchen and bath firm, from the
large home centers and cabinet distributors in the area.
This year, however, not only have they accomplished that, but
they have also earned the company second-place honors in
K&BDN’s 2003 Industry Leadership Awards for the category
Kitchen & Bath Retail Marketing Effort.
Catering to everyone from the do-it-yourselfer to contractors
and certified designers, the company’s marketing effort is designed
to educate customers to its full-service capabilities.
Perhaps its most distinct effort utilizes billboards that refer
to two large home centers in the area, complete with a blue truck
shown crashing into an orange truck with the tag line reading
“Beautiful kitchens are no accident.”
In addition, Larry Lucci elects to take part in the company’s
television campaign, which, he believes, drives home the company’s
hands-on approach to business.
Further, it also introduces the idea that Z&G Enterprises
offers affordable pricing, experienced designers and good
Apparently, this technique has worked well for the company as it
has doubled its remodeling business over the past two years while
gaining a large referral business.
But, this may be just the beginning for the company, as it also
is making plans to expand its marketing campaign over a larger
geographic area in the future.