Kitchen & Bath Business May/June 2022 - 13

DEALER
DISH
A New Way of Working
Showrooms are constantly evolving and adapting with the times
IN 2014, I WROTE an article discussing what a kitchen and bathroom showroom
might look like in 30 years. I imagined a world where customers were
buying via video screens and where actual physical contact was minimal.
What I was actually describing was showrooms just six years later.
When I pictured the future of the sector, I think everybody knew the time
would come that people would be shopping online. Th ey were already getting
everything delivered straight to their homes; retail items, takeout, movies,
music and everything else. It was only a matter of time before the kitchen
and bath industry followed.
WERE WE PREPARED FOR IT COMING TOO SOON?
Currently, we seem to be stuck in a very strange place where some customers
want to come back in to look around a showroom, and some still don't feel
confi dent. Also, some showrooms are still set up with screens, a mask policy
and hand sanitizer stations. Others have removed all evidence of a pandemic,
and it's business as usual. Virtual showroom tours on websites seem to be a
massive growth business.
In past years, the best you could have done online was to show photographs
of your displays with the best lighting and angles possible. Now, customers
can virtually walk around a showroom, opening doors and drawers and
clicking on links for appliances that lead to YouTube videos and information
sheets with everything they need to know about the product.
But as much as virtual reality can replicate most of the customers' buying
experience, there are certain things that are very diffi cult to replace.
" Although customers coming
into the showroom for the buying
process is important, I think the
days of 'browsing' are dying out. "
 Customers Want to Know What Something Feels Like. No number of pictures,
video clips or descriptions will ever take the place of putting a product in
your hands and feeling the texture, weight and quality. People like to touch
the products: Doors, countertops and appliances all need to be handled
by the customer before they feel confi dent in their purchase.
It's Harder to Gauge Reactions from a Video Screen. As designers, when you
are selling, you are looking for signals from the customer - the smiles, the
frowns and the excited glances.
WE NEED TO BE MORE SOCIAL
When I speak to business owners, I think everybody is learning about the
new way of working. But who is doing it right?
Lead generation online is vital. Although customers coming into the
showroom for the buying process is important, I think the days of " browsing "
are dying out. People are now doing most of their research online, so
you need to make sure your website and social media channels show the very
best of what your showroom has to off er. Pinterest
mood boards, Instagram, Facebook, Twitter,
LinkedIn, TikTok and much more are being used
to gather information for the customer, and they
are choosing their showrooms based on what they
are seeing online.
And it's not just showcasing your displays, you
are also putting yourselves in the spotlight. Customers
want to see a fun, authentic, knowledgeable
and interesting team they want to buy from,
and social media provides you with the opportunity
to show just that.
 It doesn't have to be boring; do something to
diff erentiate yourselves from the competition.
 It's a very old saying, but people buy from
people, and social media gives you the opportunity
to show customers that you are the type
of people they should be buying from.
 Ask your suppliers for support with promotional
material, content and marketing images
to help support your online campaigns. Almost
all suppliers now work hard on their own online
presence, and they should be more than happy
to help support you with yours.
With all the benefits that come with online
shopping, unfortunately it also comes with increased
competition. Previously, companies relied
on footfall to reach their customers, and customers
generally got three diff erent quotes when they were
purchasing a new kitchen or bathroom. Nowadays,
they can get quotes from anywhere in the world at
the touch of a button. Tiles can be sourced directly
from Europe, appliances can be sourced directly
from Asia, granite can be sourced directly from
South Africa. Nowhere is out of reach.
Th e basics of purchasing a new project haven't
really changed. Customers have a rough idea of
what they want, look for the best advice and guidance
available, and then they use all the information
they have gathered to decide on buying.
Only now, thanks to the internet, the customer
is a lot more informed than they were, and not just
with the products. Google reviews, Trust Pilot and
social media comments mean they are a lot more
informed about your company, too. So make sure
you bring your A game.
By Paul Da Silva, managing director of Paul
Da Silva Associates, pauldasilvaassociates.com. 
KBBONLINE.COM
13
http://www.pauldasilvaassociates.com http://www.KBBONLINE.COM
Kitchen & Bath Business May/June 2022

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