So back in the 80's showrooms were a major part of selling double glazing. With reduced margins and increased competition, they began to see a steady decline as the obvious cut back. With a changing market, products and consumers it's something any installer looking to grow and develop their business should be seriously thinking about for today's homeowner.
There is no denying the strength and power of digital tools in how we deliver our brand and business to customers. If we're not found online, we may be missing out on the sale as we won't even be considered for their investment. But there is a lot more to it for the homeowner today.
Are showrooms a thing of the past?
The answer is definitely not, as the latest insight data market report showed a sharp increase with over 300 showrooms for installers being created in the last few years. Showrooms are becoming ever more popular again within the home improvements market.
With the explosion of products and supply in the 80's the showroom was a key part of how business was done. With an ambition to reduce costs and overheads, many companies made the decision to not have a showroom. For a time this was perfectly acceptable as the products on offer were pretty much commodity. The homeowner knew they were getting a white window and PVC door the choices were more about the glazing options and hardware which are easy enough to show.
So what's changed?
We've seen some radical changes in the industry over the last 10 years with a surge in door options including bi-folds and folding, sliding door, all of which need a bit of practical demonstration to show the homeowner what it is they are buying and simplicity of using them. The range of composite doors has exploded with more styles, materials and options to match all budgets. The entrance to the home is a far cry from the standard replacement uPVC door available in the 80's and 90's. Not to mention the number of profile systems and colour combinations, which are way beyond the bevelled or sculptured in white offering which was historically available.
Essentially the breadth of product and choices available to the homeowner is what has changed and the sheer volume makes it almost impossible to demonstrate those options purely on a visit to the home. More often than not homeowners want to see a physical location for the companies they work with, especially for a high value purchase such as windows and doors.
Where space is an issue?
If you only have a small area to use to display your products, it’s just thinking cleverly about the use of space and we’re on hand to help you with that. Having a showroom is not for all installers, but if your plan is to build and grow your business it’s more than likely a route you should be looking at.
If you don’t have or can’t justify the expense and overhead of a showroom you could consider a product display vehicle that can be pitched at markets/towns to create awareness and confidence in your business and brand. Many town centres also now have a number of empty shops, find out if they’ll come to an agreement for a short term pop-up shop, this will give you an idea of whether the showroom approach is right for your local area before making the investment.
Some other good reasons...
There are also many incentives from suppliers to showcase their products in a showroom and benefit from enhanced listings on their website. So make sure you are making the most of these from Residence Collection, Solidor and Ultion.
Demonstrating your product range and how you work will always be a powerful part of the sales process. Ultimately you are giving them assurance of the investment they are about to make. It’s all about building confidence at each touch-point in your business and brand.
Already have a showroom? Talk to us about some options for showrooms and support materials to keep yours looking fresh.