Speed Sells: Q&A with Oatey’s VP Retail Marketing, Nicole Fournier
Nicole Fournier, vice president of retail marketing for Oatey Co., shares how installation speed, project merchandising and bathroom remodeling trends are reshaping plumbing retail.
As labor pressures and project expectations continue to reshape the plumbing category, manufacturers and retailers are paying closer attention to products that save time, simplify installation and support a wider range of shoppers. For Oatey, that means focusing on products designed to move jobs faster while also helping contractors and DIYers navigate remodeling projects.
A Hardware Connection Century Club member, Oatey was founded in 1916 and is headquartered in Cleveland, Ohio. The company’s portfolio spans solvent cements, drains, flashing, pipe support systems and rough plumbing products. In recent years, the company has continued expanding its focus on installer-friendly innovation, including products designed for tool-free installation, pressure-test compatibility and upgraded materials intended to improve long-term durability. The company has also responded to growing interest in higher-design bathroom spaces, where decorative drainage systems and upgraded finishes are becoming more common in remodeling projects.
In this exclusive interview, Nicole Fournier, vice president of retail marketing for Oatey, says the shift is also changing how retailers merchandise the category. From project-based cross-merchandising strategies to omnichannel education and clearer communication of product benefits, Fournier says plumbing shoppers are increasingly looking for products that combine performance, convenience and visual appeal.
Hardware Connection: How much is install time influencing product selection for contractors today, and how should retailers merchandise around that benefit?
Nicole Fournier: The old adage “time is money” still holds true. If our products can turn a two-day job into a one-day job or are pressure-test compatible right out of the box, that saves on labor and allows professionals to move to the next job or next step more efficiently. On the shelf, the time-saving feature needs to be visible. Endcaps, aisle violators and off-shelf placement always help draw the eye to something new and different. Coupled with educational information available online and from store associates, this provides the installer with a level of understanding when it comes time to use a new product.
Where are you seeing the most activity in bathroom remodeling, and which product categories are gaining traction at retail?
We continue to see DIYers and novice remodelers alike taking on more challenging bathroom projects, creating functional and beautiful spaces within a limited amount of square footage. Tile-in floor drainage, available in a variety of finishes, sizes and decorative grates, for showers and wet rooms adds an impressive visual impact while also delivering the drainage functionality the space needs.
What are some effective cross-merchandising strategies retailers can use to increase basket size on plumbing projects?
Oatey is always thinking about where and how the product will be used, and what other products are needed to complete the job. Grouping those products together through cross-merchandising and project-based selling helps ensure the installer has everything they need in one shopping trip, while also increasing basket size. DIYers, especially, shop with the end goal in mind. Any time Oatey and our retail partners can help make that project easier, we are fulfilling our goal of delivering quality, building trust and improving lives.
Are you seeing shifts in how contractors and DIYers shop plumbing products, and how should retailers adjust assortments or messaging to serve both audiences effectively?
The shift is really in how information is being consumed. The omnichannel shopping experience continues to educate, spark conversation and drive ideas around our product line. Oatey ensures our information is clear and easy to understand for both seasoned professionals and new DIYers, while our retail partners help communicate it in a variety of ways, including on-shelf, online and through written content or imagery.
How much are contractors prioritizing long-term durability versus upfront cost, and how should retailers communicate that value?
Contractors always prioritize durability because their reputation is based on their skills and the products they use. For Oatey and our retail partners, leveraging a step-up MSRP strategy allows installers at all price points to choose a product that meets their budget. However, it is imperative that the upgraded material is recognizable and clearly communicates the added value the installer is looking for. Oatey’s Product Development, Engineering and Technical teams ensure that our products are designed and tested to meet and exceed the needs of our installers, continuing to set the standard for rough plumbing products.
