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Kenny & Co. is passionate about plumbing: It’s what the company does extraordinarily well. Since 1992, president Bill Kenny and his team at Kenny Pipe & Supply have been committed to providing superior service and the highest-quality plumbing products to residential, commercial and industrial trade customers. They now have eight traditional plumbing wholesale branches throughout Tennessee and Alabama, as well as an industrial branch in Georgia.
The Kenny & Co. showroom brand began in 2003 with the opening of a 9,000-square-foot flagship showroom in downtown Nashville. In 2017, the showroom was relocated to Nashville’s unofficial Design District. Its offerings go far beyond high-end decorative plumbing to include lighting, tile, hardware, furnishings and accessories. In 2018, the company opened its second showroom under the Kenny & Co. brand in Decatur, Alabama. The Kenny showroom caters to a wide clientele including homeowners, designers, plumbers and contractors.
To better market its business, gain greater SEO rankings and draw in even more customers, Kenny & Co. partnered with Bravo Business Media to create a fluid, robust website that functions as a showroom catalog. Its new showroom site, launched in February, is designed to provide the best user experience available for independent plumbing showroom customers throughout North America.
“Our president, Bill Kenny, was looking for a way to extend what we call our ‘Kenny & Co. Experience’ to the digital world,” said Marketing Manager Greg Stephens. “We bit off a very big project by building our new Kenny & Company marketing website at the same time that Bravo Business Media was creating our showroom catalog site. Additionally, we’re converting our main Kenny Pipe & Supply website from a marketing tool to a true eCommerce solution. With all this running parallel, the project took a little longer than expected. Glenda [McCarthy] and the entire Bravo team really stepped up and helped ensure it went smoothly. Really, the only thing we have to do is update Bravo to any changes in our vendors.
“The goal we have for our showroom website — which will be linked to our company website — is to enable potential clients to research products on our site rather than having to leave it and check out other manufacturers or major e-tailers," Stephens continued. "We want to keep them focused on brands we support, and it was a great selling point that Bravo already had the content from a lot of our vendors in their system. And ultimately, we believe this will improve our website traffic, SEO results and push our company higher in the search rankings. Our main showroom marketing site will go live in the next week and our eCommerce site will be live mid-year.”
In addition to an enhanced rendering of product information across all platforms and devices, the customized Kenny & Co. site features optimized search and selection functions for a better customer experience, powered by Bravo Business Media’s www.MyPlumbingShowroom.com service.
The Kenny & Co. site offers full digital and mobile access to all its high-quality products. As in its brick-and-mortar showroom, Kenny does not include pricing on the site; however, users are encouraged to build wish lists so showroom salespeople can follow up with them. The marketing site is built with a special tool called an Expression Board, allowing clients to securely post photos of products, colors, or styles they want to use in their project. From these wish lists, Kenny staff can either enter the orders directly into their system or through eCommerce.
“MyPlumbingShowroom.com leads the decorative plumbing, hardware, and lighting industries in breadth and depth of marketing services and Internet-based solutions for our customers,” said Ace Rosenstein, president/CEO of Bravo Business Media. “We deploy modern website designs, industry expertise and data management that build on that strength. It also helps our clients increase awareness and reach new audiences with a multi-channel content distribution strategy.”
The entire Kenny Pipe organization has built a trusted network of trade and consumer customers throughout its region. Despite the growing competition, the company has continued to capitalize on its history of family ownership and customer service as it uses new, evolving digital tools like this to extend its reach.