When customers visit a showroom -- whether they are shopping for something large like a new car or piece of furniture or something small like window blinds or shoes -- one thing is always true.
Shoppers enter a showroom because they want to experience products in person.
While online resources provide product details such as colors, sizes, and specifications, the listings can’t give shoppers the feeling of experiencing a product in person. For that, they need to visit a showroom.
So if you’re selling products in a brick-and-mortar location, you need a showroom that gives customers physical access to your products. You need to shine the best light on your products (sometimes literally). And, you need to create a shopping experience that can turn casual shoppers into paying customers.
Here a few tips for setting up your showroom to impress your customers and keep them coming back for more.
Take Customers Through a Journey
As you design your showroom, think about the customer experience from the moment they arrive. When customers enter the showroom, take them on a journey. Categorize your products into departments, and place sections so that one naturally leads into another. Start your customer’s journey with your most popular products, then guide customers through other departments that relate to the items that came before it, and end the journey at the checkout counter placed near the back of the showroom.
Allow Customers to Fully Experience Products
Customers are in your store because they want to experience your products in person. So make sure they can get what they came for. Set out samples that allow visitors to touch and feel products that are typically boxed. Create displays that welcome visitors to interact with products. And, share product demo videos that walk customers through the uses, applications, and benefits of your items.
Make It Easy for Customer to Purchase Products Throughout the Showroom
Even if you put your checkout counter at the back of the showroom, make it easy for customers to decide on purchases throughout the store. That could mean providing paper and pencils so they can write down item numbers. Or it could mean having salespeople nearby who can take tags or products to the register while customers continue to shop. Whatever it is, find a way for your customers to select the items they want to purchase without needing to carry products, remember product info, or go right to the checkout counter.
Cater to Impulse Buys and Upsell Opportunities
Maximize the space around your checkout counter by filling it with impulse purchase items and upsell products. Impulse purchase items include products that the customer didn’t come to the store to purchase but may also want and need. Upsell products include packages or upgrades that customers can add to their original purchase. Educate customers on your upsell options using digital information displays and menus that educate them while they wait at checkout.
Create Focal Points
When setting up your showroom, create focal points or eye-catching displays that draw in visitors. If you have a large showroom with multiple departments, consider adding a focal point to each section of your store. If you have a smaller space, consider using one main display for the entire room. Focal points could be composed of product displays or digital screens airing engaging information about your products and brand. [Check out this case study on how Drone Nerds used digital signs to engage and educate customers in their showroom.]
Use Window Displays as a Sneak Peak
As you set up your showroom, think about what customers in your location will see, but also think about what customers outside will see. Focus on the areas about your windows and make sure they look good from both inside and outside views. By setting up beautiful window displays that highlight your best products, you can lure customers into your store by giving them a sneak peek of what they will find inside.
Create a Warm Atmosphere
The primary focus of your showroom may be the products, but you can’t forget about the customers that are also in the room. Make sure the showroom is comfortable, welcoming, and inviting to your shoppers. Use a variety of ambient, task, accent, and decorative lighting to give dimension to the space. Add overhead music with the appropriate volume and style. And, consider adding seating areas to provide places for shoppers and their companions to take a rest while they browse.
Empower Your Staff to Help Customers
Make sure your showroom staff is equipped to give your customers the best experience possible. Set up information kiosks so employees can quickly and easily access information customers may need such as product prices, availability, and delivery times. And, train your staff to give your target customer the shopping experience they prefer -- whether that is providing a lot of sales advice or standing back and letting the customer shop on their own.
Give Your Customers a Reason to Visit
All of these tips won’t do much for your business if you aren’t getting customers through the door in the first place. So, give shoppers a reason to visit your location. Hold open houses, sales, and special events. But remember to make it fun, not just about sales. Host free seminars, trainings, or workshops that provide customers free value and give them a good incentive for stopping by your showroom.
Collect Customer’s Contact Information
You can easily notify customers about your events and sales when you have their contact information. So be sure to set up opportunities to collect email addresses from those who visit your store. Invite visitors to provide their information when they check out and set up interactive kiosks that allow them to enter their contact info in exchange for entering a contest or signing up for coupons and discounts.
Your showroom is your opportunity to make a real life connection with your customers and turn interested shoppers in buyers. So make sure you are using these tips for setting up your showroom and creating a space that gives customers the ability to make educated, in-person purchasing decisions.
Want even more tips on how to impress your customers and increase sales?
Download our free ebook “How to Provide Exceptional Customer Experience Using Audio and Video for Your Retail Store.” The free guide looks at three main ways you can provide your customers with a great experience while benefiting your bottom line.