For merchants, the promotion of products to installers and other customers has always been an essential part of the sales process. And despite the growth of digital marketing channels, what happens in store remains crucial. In response, STH Westco has introduced a new service to help its customers maximise their visual merchandising and increase sales of Westco and Francis Kitchen & Bathroom products. 

The service has officially launched in the Midlands with the appointment of Ellie Roe to the Westco team. As a visual merchandiser, amongst other things, Ellie is responsible for developing creative and attractive store displays, creating intelligent retail floor plans that encourage sales, and making sure that all Westco and Francis Kitchen & Bathroom display units are presentable and adequately stocked.  

While maximising visual impact, brand awareness and ‘buy-in’ of Westco and Francis products across the region is a key part of her role, Ellie is also working in partnership with customers to ensure that all displays align with their own brand and objectives.  She is also designing marketing strategies to help merchants announce promotions, sales, and upcoming special events. 

Crucially, as a former Technical Support Specialist, Ellie understands the needs of installers when it comes to taps, showers and accessories for domestic and commercial use.  

Commenting on her new position, Ellie said: “The creation of this role demonstrates a real passion for customer service excellence, and that’s something that really attracted me to the business. I’m looking forward to sharing my knowledge, as I’ll also be supporting and training STH Westco customers to develop their understanding of the features and benefits needed to maximise sales in their stores. 

Steve Forbes, Managing Director at STH Westco added: “Ellie is already making a huge impression with our customers, and we are delighted to welcome her as the first visual merchandiser at STH Westco. Researching current industry trends and remaining on the cutting edge of visual design and merchandising, Ellie isn’t just creating attractive concepts that can be used in-store; she’s also designing concepts and powerful visual displays that our customers can use to promote their businesses on social media. Overall, Ellie’s innovative and dynamic approach to visual merchandising is elevating the customer in-store experience” 

Demonstrating STH Westco’s dedication to sustainability, Ellie’s newly branded van is now on the road, powered entirely by electricity. Any customers who want to display Westco or Francis Kitchen & Bathroom products should contact Ellie at .