When customers your business space -- 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 an experience. 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.
If you’re selling products in a brick-and-mortar location, you need a space 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.
Craft the In-Store Customer 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 to 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 Immerse Themselves
Customers are in your store because they want to experience your products in person. 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.
Allow for Purchases at Every Phase
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 Previews
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 around your windows and make sure everything looks 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 floor may be the products, but you can’t forget about the customers that are also in the room. Make sure your space is comfortable, welcoming, and inviting to your shoppers. Use a variety of ambient, task, accent, and decorative lighting to give dimension to space. Pump a custom scent to create an emotional and memorable connection. 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 staff is equipped to give your customers the best experience possible. Set up information kiosks and detailed menu boards 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.
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 log in to your free WiFi. later you can use this information to send them coupons and discounts via text or email.
Your floor 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.