Case Studies - Redrow Homes

The Specification Brief

Redrow were looking to offer an extensive range of customer upgrade options through their My Redrow website, offering an increased choice of bathroom storage, style and lifestyle choices across all of their group developments.

The Proposal

The partnership with Redrow began in early 2014, and following a consultation process with the commercial and technical teams, we embarked on a countrywide tour of visiting all of the regional offices to gather market research on what Redrow customers were looking for in a premium brand with regards to upgrade options. This included visits to a large number of developments along with an extensive show home/marketing suite audit and feedback from Redrow sales consultants. The results and comments gathered proved to be an invaluable part of the overall process and the development of the working relationship across the Redrow Group.

This helped us to propose a selection of products, My Redrow with Roper Rhodes, which would both exceed Redrow’s expectations for customer choice and provide them with the potential for additional sales opportunities.

One of the key tasks of the initial brief was to maximise the potential for sales growth and customer choice through increased product compatibility with all house types and bathrooms across the Group. As part of our design process we identified the opportunity to increase vanity unit sales by offering a smaller size unit than the one which was currently specified but at the same time increasing the storage capacity available and the compatibility to use multiple different basin options with one unit. This resulted in an upgrade option which was then compatible with a greater number of house types thus increasing customer choice and sales potential. A customer colour choice was then agreed which included a Bespoke finish to Redrow as chosen by their Interior Designer.

The Result

The working partnership with Redrow resulted in the first release of products which went live on “My Redrow” in January 2015 offering a wide choice of different products across multiple categories providing style, storage and functional upgrade options to Redrow’s home purchasers.

This has been supported by a dedicated customer upgrade brochure, My Redrow with Roper Rhodes, along with a frequently asked questions document (F&Q) to support the installers, and backed up by Roper Rhodes ongoing commitment to customer service through regional training days and Divisional support.

The Summer of 2019 has seen the latest release of products from Roper Rhodes across the Group via My Redrow.