Kitchen & Bath Business - February/March 2017 - 37

...A WRAP!
SPECIAL

SECTION

Designing an Award-Winning Showroom
The panel covered tech, social media and what's next
As heard during KBIS, creativity and innovation are prized features for any
firm, brand or showroom. One panel on the KBISNextStage discussed innovation in the showroom and what strategies work best in today's industry.
Some of the Innovative Showroom Award Advisory Board members led the
discussion and included Ken Nisch, chairman at JGA; Jennie Moseley, owner of
showroom Simmer & Soak; and Chelsie Butler, executive editor of Kitchen & Bath
Business magazine. Other panelists included Sean Clarke, president of Clarke
Distribution; and Kate Bailey, director of showrooms for Ferguson Enterprises.
Michael Donehey, national showroom director for LIXIL Water Technology
Americas, moderated the panel.

Keeping Up the Pace
Trends and fads change incredibly quickly in the age of the Internet and social
media. This is no different in the showroom, which is competing both against
online retailers and big-box stores.
"We have no choice but to be extremely creative," said Nisch, adding that a
big driver of innovation for his company was to allow for night appointments.
In addition to extending open hours, another convenience showrooms can bring
into the picture is allowing consumers to make appointments online. Many venues
like restaurants have this convenience, and the showroom should be no exception.
While easy accessibility lets the typical in-a-hurry client visit the showroom,
the company still has to create more incentive. A potential consumer might have
to drive hours to reach the showroom, so the last thing they want then is literature
or confusing options. Instead, give them something to touch and feel, and train
employees to have top-notch customer service skills. Th is will put clients at ease
and make them want to return, despite the Internet's lure of convenience.
"I think so many people are doing their shopping online, that it would behoove
showrooms to offer as much technology as they can for them to actually experience
how a product will work - and give them a reason to come into the store," said Butler.
According to Clarke, the goal is to beat the Internet and make a real connection with consumers, even through tricks like pleasant aromas or sounds in
the showroom. Another way to stay in the competition is to bring people into
the showroom with fun events like live cooking demonstrations or educational
classes. This gives people who might not be necessarily looking to remodel the
opportunity to come into the showroom and work with products they could be
interested in later.

The New "Educated" Consumer
With platforms like Pinterest and Houzz, the typical consumer is much more
educated than in previous years. This can be both an assistance and a hindrance for
showrooms and designers.
"For many this is a time saver, and we try to work with it as a positive thing," said
Bailey. "It can help us understand [our customers'] vision."
Through these kinds of social media sites, consumers can identify their tastes with
speed. However, they must still acknowledge that it is important to have a professional
assist them in reaching their final goal.
The showroom must also work to draw clients that best fit their expertise. They
should spend more time and energy on outlets where clients are likely to be, and
they should present their brand in a way that draws those clients in. For example,
a luxury showroom could focus more on Facebook galleries or Instagram stories to
show off beautiful photography to interested clients.
"For us, social media is huge," said Moseley." "We found that no matter what you
post, it will get talked about. This shows that you're active, even if you're not posting
something outstandingly pretty."
Consumers are looking for showrooms that connect with them, whether it is on
social media or on a more relational level through events and conversation. In the
coming years, the average client will be more tech savvy and looking for a showroom
that can meet them there, so companies must look ahead to cater to that potential sale.
"Innovation denotes technology," added Bailey. "I think in our industry we are on the
verge of some very cool things and technology that could really change consumers' lives."

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Kitchen & Bath Business - February/March 2017

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