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October 2015 | KitchenBathDesign.com | 5 Editorial { Janice Costa, editor } Facebook.com/KitchenBathDesignNews @KitchenBathDesignNews Giving Consumers a 'Custom' Experience Today's consumers are increasingly seeking a 'custom' experience that is geared to meeting their individual needs, preferences and desires – and this is true whether surfng the Web or remodeling their kitchen or bath. W hen online advertising frst began to trend, I found all of those pop-up ads annoy- ing. I hated being inundated with ads for random products and get-rich-quick schemes, Oprah's secret diet plan, the wonders of the acai berry (which cures all ills) and the refnance plan President Obama created just for me that could save me up to $625,000! Over time, though, a subtle change took place. The random pop-ups and ban- ners morphed into more targeted content. On Facebook, I'd see ads for books by my favorite authors, cool design products, chew-proof dog toys and stylish boots that looked just like something I would pick out myself. Instead of being invited to "Make $10,000 a month working from home!" I'd get invita- tions to join design groups and visit writer retreats. While this targeted marketing can be discon- certing at times (there are days when Google seems to know what I want be- fore I do!), by and large, I not only prefer the customized online experience, I've come to expect it. And I'm not alone. The desire for a custom experience continues to see strong growth, whether that experience involves planning a vacation, playing around on the Internet or shopping for kitchens and baths. From a design standpoint, consumers are no longer remodeling their spaces for the next owner, opting for bland colors and safe choices to maximize resale. Instead, they are interested in what works for their individual needs, tastes and desires – and they have little patience for cookie cutter designs that don't take into consideration the specifcs of how they use the space. Likewise, from a kitchen and bath showroom standpoint, many consum- ers seem to be favoring smaller, more intimate spaces where engagement is the primary focus, and where the experience is both personalized and collaborative (see related column, Page 18). Even with individual products, con- sumers are gravitating toward custom features that work for how they use the product. In appliances, there's a growing demand for products that complement the way the homeowner cooks, stores food and entertains (see related story, Page 46). Wine refrigerators can be customized by temperature for the owners' preferred types of wine; refrigerators have adjust- able shelves and bins so homeowners can set them up to better ft the types of food and drinks they buy. Likewise, ovens with built-in cooking programs can help the less-skilled home chef with easy instructions and even visuals of what the food will look like at diferent stages of done-ness. At the other end of the spectrum, gourmet cooks can choose ranges that run from super-low BTUs for simmering sauces to super high heat for searing and high-powered cooking, and they can select additional features they want (wok, grill, steam cooking), while eschewing the features that are less in- teresting to them. In storage, consumers want thought- ful solutions that address everything from the specifc kitchen items they need space for and how often they use them to their height, reach and even whether they are left handed or right handed (see related story, Page 36). Neither is the bathroom exempt from this customization trend. Indeed, as the most intimate space in the home, the bathroom is expected to provide a private sanctuary with details that not only add aesthetic and functional value, but also create a personal haven that resonates with the individual homeowner. Even in small bath spaces, consumers want and expect a "dream bath" that is uniquely personalized to provide them with a private escape from the stresses of the world – while also meeting their needs for ever y thing from storage for makeup, linens and bath sup- plies to hide-away TVs, streaming music and more (see related story, Page 30). In both the kitchen and bath, designers are spending more time discussing clients' needs and preferences before choosing from the ever-growing array of products to address those specifc – and often very personal – needs. In today's growing market, it's easy to get caught up in trying to be all things to everyone – like the acai "wonder berry." But, ultimately, your success will depend on your ability to speak to each client in a very personal way, and design their spaces accordingly. "Designers are spending more time discussing clients' needs and preferences before choosing from the ever-growing array of products." ® Publisher Paul DeGrandis Publisher Emeritus Eliot Sefrin Editor Janice Anne Costa Managing Editor Anita Shaw Group Editorial Director Patrick O'Toole Contributing Writers Kim Berndtson Joe Dowd Jamie Gold, CKD, CAPS Elizabeth Richards Denise Vermeulen Columnists Ellen Cheever, CMKBD, ASID, CAPS Hank Darlington Leslie Hart Bruce Kelleran, CKD, CPA Stephen Nicholls Ken Peterson, CKD Mary Jo Peterson, CKD, CBD, CAPS Sarah Reep, CMKBD, ASID, CMG, CAPS, IIDA Bryan Reiss, CMKBD Eric Schimelpfenig, AKBD Creative Director & Production Manager Tracy Hegg Graphic Designer Cathy Petersen Circulation Manager Mike Serino Reader Service Manager Jeff Heine Digital Programs Manager Tim Steingraber Operations Manager Marie Snow Projects Manager Heidi Riedl Copyright © 2015 by SOLA Group Inc. All rights reserved. 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