Seven in 10 bathroom retailers say the showroom has become more important to customers over the past two to three years, according to new research from hib.
The finding comes from the hib. Retailer Listening Lab 2026, which gathered the views of 168-bathroom retailers on changing customer behaviour and the challenges facing the sector.
51% said the showroom is now more important than ever, with a further 19% saying it has become slightly more important. Just 3% felt its importance had declined.
The results come at a time when customers are exposed to more information and inspiration than ever before, long before they set foot in a showroom. Two-thirds (66%) of retailers said AI and digital tools are already changing the way customers shop before visiting, although for most the change has so far been slight rather than significant.
However, more online research doesn’t appear to be making the showroom less relevant. Customers may arrive with more ideas and information, but they still want to see products for themselves, talk through their options with a retailer and get advice before making a final decision.
Rob Ginsberg, CEO at hib., said: “We expected digital tools to be changing the way people research a bathroom, and the results certainly show that they are. What is particularly interesting is that this hasn’t coincided with retailers seeing the showroom become less relevant – quite the opposite.
“Customers may arrive fully informed, but it’s clear the human touch still counts. Being able to see products, talk through ideas with someone who really knows the category and get advice on what’s right for their space is hugely valuable. For us, that’s a really positive finding for independent bathroom retail.”
The research also points to a more considered customer. Nearly two-thirds (63%) of retailers said bathroom projects are taking longer to convert than they did two to three years ago, while just 6% said they are moving more quickly.
When retailers were asked about the biggest barriers to getting projects agreed, budget concerns were the most frequently cited, followed by online price comparison and customers seeking multiple quotes. Taken together, the findings paint a picture of customers doing more homework, comparing more options and taking more time before committing to a bathroom project.
Rob added: “There’s clearly more consideration going into a bathroom purchase. Customers have more ways to research, compare and gather ideas, but that doesn’t necessarily make the final decision any easier. That’s where a good retailer really comes into their own – helping customers cut through the choice and feel confident about what they’re buying.”
For more information, visit www.hib.co.uk
