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Rave reviews for WEPLS at Bathroom Conference
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Water efficiency was, as expected, one of the sub themes at this year’s Annual Bathroom Conference and the BMA’s completely refurbished Water Efficient Product Labelling Scheme (WEPLS) received rave reviews from both delegates and speakers.
The BMA conference hosted almost 150 business leaders representing all branches of the bathroom industry - manufacturers, distributors, retailers and installers, government officials and industry experts.
The eight conference presentations covered a range of topics and captivated delegates with discussions about the state of the economy, business strategy and branding, bathroom design and the future.
But time after time the need for water conservation and the importance of the new Water Efficient Product Labelling Scheme (WEPLS) kept cropping up.
Behavioural change is the key
In his speech Mathew Wright, Director of Marketing at the Energy Saving Trust, declared his enthusiasm for the BMA’s labelling scheme and was delighted to see that it was now fully established and working well. He went on to say that behavioural change was key to water saving and a trusted and credible label, like WEPLS, was an important tool in developing awareness.
He also warned that it would be wrong if other competing labelling schemes were to be introduced since this would totally confuse the market. “It is critical to have one scheme,” he said “and agencies such as the BMA, Waterwise, Energy Saving Trust and Environment Agency could work together in partnership to embed and promote the label.”

A big fan
Kathryn Rathouse, social researcher and specialist in water conservation matters, also spoke and described her enthusiasm for the WEPLS label, describing herself as “a big fan.”
Kathryn is consultant to some of the major players in the water industry and explained her work with focus groups in finding out exactly how the consumer understands the need for water conservation. She described how she had analysed the public’s attitude to water saving and from her research gave conference delegates her seven ‘top tips’ for selling water efficient bathroom products.
Kathryn reminded us that everyone is different and therefore different approaches to the sales and marketing of water saving products may be required. Some people will always choose product on price alone, others choose on style and others on the water saving credentials provided that there was some payback in reduced utility bills.
She firmly believed that fully plumbed and working displays in showrooms went a long way in convincing consumers. “People need to know that a water saving fitting is up to the job and there is nothing better than feeling, first hand, how a fitting works to take away performance worries. But, since this is not always practical,” she continued “good honest word of mouth is next best and that is where the installer has a major part to play in spreading the word.” She convinced the delegates that ‘feel good’ images and cutting edge design should be used by manufacturers to get the message across.
Kathryn also gave positive comments on the Water Efficient Product Labelling Scheme. She liked the new label design which shows a performance scale, similar to the energy labelling now seen on fridges and washing machines. She suggested that it will go a long way in promoting water efficient products.

New labelling and website
WEPLS was launched in 2007 but was completely upgraded this October to coincide with the conference. The all-new label applied to the product itself and also used in literature, POS material, and on the scheme website, is designed for use with various categories of bathroom product. WCs, baths, showers and shower heads, taps, cisterns and grey water recycling units are now included. For each category the actual capacity/performance of the product together with the type of measurement used is shown against performance bands.
The key to the success of the scheme has been its easy access to the database of bathroom products. This is entirely web based and the new website at www.water-efficiencylabel.org.uk/ allows both consumers and professionals alike to find products which, when installed and used correctly, use less water, save energy, and save money.
The new site also shows twenty top tips for saving water in the bathroom and links to scheme partners, registered manufacturers (who are not necessarily members of the BMA) and bathroom stockists.
The BMA’s WEPLS scheme has made its mark and is now set grow rapidly, becoming the de facto database of water efficient products in the bathroom.
More details are available at www.water-efficiencylabel.org.uk/
Further Information
For further information please email info@bathroom-association.org.uk or
telephone 01782 747123 and visit www.bathroom-association.org

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