Kitchen & Bath Business - November/December 2017 - 26

Dealer Dish

Displaying
Showroom Swagger
The art of attracting repeat customers
and building brand relationships
BY CHELSIE BUTLER

SUCCESSFUL KITCHEN AND BATH SHOWROOMS can have a variety of
customers to whom they cater. Design professionals depend on the stores to
stock the newest products for which they are looking, and they often visit
the locations with their clients to show them offerings in person and make
the selection process easier.
Showrooms that are open to the public serve consumers as well, and they
need to offer them an experience to attract them to the physical location
in this digital age of online shopping. The third customer to which certain
showrooms cater is the brand itself - the companies that own the products
being displayed. All three of these relationships can be mutually beneficial
with the right processes put into place.
For this article, KBB spoke to a variety of companies, including distributor
showrooms, manufacturer's showrooms and independently owned showrooms, to see how they foster their relationships with the types of clients they
want to attract. We also reached out to a few brands to see how they interact
with the showrooms in which they feature their products.

RIGHT Delta Co.'s displays are
plumbed to water in each of its
company-owned showrooms
so customers can interact with
the products and see what
different water flows look and
feel like. Fisher says the visual
confirmation in reality is more
important than in a picture.
Photo from Delta Faucet Co.

DELTA FAUCET CO., NATIONAL

The company opened a new welcome center and interactive showroom last
year in Indiana.This location is by invitation only, but a second showroom in
the Merchandise Mart in Chicago is open to the public.
"Every year, we make a huge effort to bring showroom associates and
related design influencers to our headquarters in Indianapolis for an introduction to our company, to see our products in a learning environment and
to provide training for people who are already part of our family," explained
Susan Fisher, Delta Faucet Co.'s vice president of marketing.
Delta also has longstanding relationships with more than 600 showrooms featuring its products across the country, most of which are
plumbing wholesalers.

26

"Most of our influence is where and how they display our products, and we
also invest in driving traffic to our most loyal locations,"said Fisher."There is
an investment on both sides of the business, and it is important to us that we
choose the right locations in which to place this investment."
The company is redesigning its merchandising display system that will go
out to the non-Delta-owned showrooms, and Fisher said they are excited
to showcase their products in a fresh, interesting way. Her advice for a successful showroom experience is to know who you are trying to attract and to
leverage the design community in which your store is located to create buzz
around your environment.
"Use your showroom as a venue where visitors can attend events and learning courses and participate in networking opportunities," she added.

Kitchen & Bath Business / NOV.-DEC. 2017 / KBBONLINE.COM / The official publication of KBIS (KBIS.com)


http://www.KBBONLINE.COM http://www.KBIS.com

Kitchen & Bath Business - November/December 2017

Table of Contents for the Digital Edition of Kitchen & Bath Business - November/December 2017

Kitchen & Bath Business - November 2017
Contents
Editor’s Note
Show Director’s Note
Happenings
Tech Savvy
Trends
Hot Topic
Better Business
Skill Set
Dealer Dish
Countdown to KBIS 2018
Solutions
Before & After
Balanced Budget
What’s Hot
What’s Cool
Small Spaces
Kitchen & Bath Business - November/December 2017 - Kitchen & Bath Business - November 2017
Kitchen & Bath Business - November/December 2017 - Cover2
Kitchen & Bath Business - November/December 2017 - 1
Kitchen & Bath Business - November/December 2017 - Contents
Kitchen & Bath Business - November/December 2017 - 3
Kitchen & Bath Business - November/December 2017 - 4
Kitchen & Bath Business - November/December 2017 - 5
Kitchen & Bath Business - November/December 2017 - Editor’s Note
Kitchen & Bath Business - November/December 2017 - 7
Kitchen & Bath Business - November/December 2017 - Show Director’s Note
Kitchen & Bath Business - November/December 2017 - 9
Kitchen & Bath Business - November/December 2017 - Happenings
Kitchen & Bath Business - November/December 2017 - 11
Kitchen & Bath Business - November/December 2017 - 12
Kitchen & Bath Business - November/December 2017 - 13
Kitchen & Bath Business - November/December 2017 - Tech Savvy
Kitchen & Bath Business - November/December 2017 - 15
Kitchen & Bath Business - November/December 2017 - Trends
Kitchen & Bath Business - November/December 2017 - 17
Kitchen & Bath Business - November/December 2017 - 18
Kitchen & Bath Business - November/December 2017 - 19
Kitchen & Bath Business - November/December 2017 - Hot Topic
Kitchen & Bath Business - November/December 2017 - 21
Kitchen & Bath Business - November/December 2017 - Better Business
Kitchen & Bath Business - November/December 2017 - 23
Kitchen & Bath Business - November/December 2017 - Skill Set
Kitchen & Bath Business - November/December 2017 - 25
Kitchen & Bath Business - November/December 2017 - Dealer Dish
Kitchen & Bath Business - November/December 2017 - 27
Kitchen & Bath Business - November/December 2017 - 28
Kitchen & Bath Business - November/December 2017 - 29
Kitchen & Bath Business - November/December 2017 - 30
Kitchen & Bath Business - November/December 2017 - Countdown to KBIS 2018
Kitchen & Bath Business - November/December 2017 - 32
Kitchen & Bath Business - November/December 2017 - 33
Kitchen & Bath Business - November/December 2017 - 34
Kitchen & Bath Business - November/December 2017 - 35
Kitchen & Bath Business - November/December 2017 - 36
Kitchen & Bath Business - November/December 2017 - 37
Kitchen & Bath Business - November/December 2017 - 38
Kitchen & Bath Business - November/December 2017 - 39
Kitchen & Bath Business - November/December 2017 - Solutions
Kitchen & Bath Business - November/December 2017 - 41
Kitchen & Bath Business - November/December 2017 - 42
Kitchen & Bath Business - November/December 2017 - 43
Kitchen & Bath Business - November/December 2017 - Before & After
Kitchen & Bath Business - November/December 2017 - 45
Kitchen & Bath Business - November/December 2017 - 46
Kitchen & Bath Business - November/December 2017 - 47
Kitchen & Bath Business - November/December 2017 - Balanced Budget
Kitchen & Bath Business - November/December 2017 - 49
Kitchen & Bath Business - November/December 2017 - What’s Hot
Kitchen & Bath Business - November/December 2017 - 51
Kitchen & Bath Business - November/December 2017 - What’s Cool
Kitchen & Bath Business - November/December 2017 - 53
Kitchen & Bath Business - November/December 2017 - 54
Kitchen & Bath Business - November/December 2017 - 55
Kitchen & Bath Business - November/December 2017 - 56
Kitchen & Bath Business - November/December 2017 - 57
Kitchen & Bath Business - November/December 2017 - 58
Kitchen & Bath Business - November/December 2017 - 59
Kitchen & Bath Business - November/December 2017 - 60
Kitchen & Bath Business - November/December 2017 - 61
Kitchen & Bath Business - November/December 2017 - 62
Kitchen & Bath Business - November/December 2017 - 63
Kitchen & Bath Business - November/December 2017 - Small Spaces
Kitchen & Bath Business - November/December 2017 - Cover3
Kitchen & Bath Business - November/December 2017 - Cover4
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