Window and door showroom: discover 10 useful tips for designing an exhibition space.
How to create a modern
window and door showroom? How to control the emotions that customers feel when they enter an exhibition space?
Restructuring the old
window and door showrooms or creating new centers specialized in the sale of doors and windows from scratch is an opportunity for concrete growth.
Today, customers today have very specific requests. The market rewards window and
door showrooms equipped with technological systems that allow interaction with the user. The trend is to create exhibition rooms designed to quickly and easily explain a product in its complexity.
Window showrooms equipped with professional advice. Easy to say, a little less to put into practice.
My name is
Elia Caneppele and in this article I would like to share with you the reflections I have recently made on window and door showrooms. I tried to understand what characteristics they should have to be considered next generation commercial environments.
The goal is to find solutions to concretely respond to the
demands of a demanding, segmented and specialized market .
1 - Do you know your customer? The premise for creating a welcoming and profitable space
The basis is, of course, to welcome the customer well, inviting him to stop in a place where they feel good. The fixtures showroom is a
stage : it is not just an exhibition, but a contamination between art and design to tell stories. What? The history of our brand.
How do you know which levers to use if you don't know who is listening to you? It is essential to target the typical customer, identifying their main characteristics. The customer is the real protagonist and does not like to wait. He needs to be listened to with a smile, even if he doesn't always ask for answers.
2 - Choose avant-garde display solutions for the fixtures showroom
Over time the product changes and evolves. The same goes for
marketing display techniques to communicate the benefits of these products. Modern display systems should be used, capable of communicating improvements in a simple way.
The goal is to stand out from competitors, even in the way the product is proposed: the better it is exposed, the faster it is sold. Especially faster. Doors and windows have advantages that can be explained even without complex leaflets.
3 - A modern window and door showroom: smart home and home automation
The restyling of a modern window and door showroom must meet the demands of design and technology. Proposing new solutions allows us to play in advance.
Modern
home automation solutions allow you to manage the smart home with simple voice commands, or with previously set scenarios. For example, the
Somfy TaHoma Switch home automation box allows you to control a whole series of
connected devices .
A modern window and door showroom should include a space equipped with smart home solutions such as automated fixtures with remote control. Or
motors for rolling shutters , doors, gates and so on.
.
Automation offers great advantages not only in residential homes, but also to manage activities such as clubs, restaurants, offices, clinics with less effort and more comfort.
4 - You can touch doors and windows in the showroom
Interactive multimedia tools, multi-platform, websites, configurators: useful tools for intercepting customers.
But why not take advantage of the great advantage of the fixtures showroom? We can provide display solutions capable of involving the customer in
physical experiences that put him in contact with the products on display. This works especially with those products characterized by a medium-high commercial value and which require specialist advice.
Basically, the fixtures showroom allows you to complete the sales process with all those customers who want to touch the product firsthand. For example, you could create a technical area where you can feel the difference in temperatures between classic glass and a low-emissivity one with your hand.
Or make the effectiveness of acoustic cut windows felt.
Finally, by focusing on anti-
burglary products, a setting could be created to test the resistance of security products.
5 - The role of sensoriality is a central factor
Customers must be able to move easily, following a path linked to the evolution of the product. Furthermore, over time the showroom should replace the products, to renew itself in the shapes, range and finishes.
In this sense,
sensoriality comes into play: sounds, smells, materials and colors, to make our customers perceive what we want. The outfit of the spaces will have to communicate the distinctive characteristics of the brand, also through colors, music and scents.
The question you should ask yourself is:
which image do you want to reach the customer of your store? The mood must be chosen after deciding the message that the brand wants to communicate to the visitor. To set up a showroom it is recommended to choose a clear and direct theme.
I advise you not to forget the importance of
shop windows , a unique opportunity to highlight the uniqueness of the brand and make passersby turn heads. You should harmoniously place the most significant elements in the window. I also recommend a monitor, which can broadcast our stories.
6 - Graphics and communication and visual merchandising within the fixtures exhibition
A communication done properly introduces the brand and fosters discussion topics. Furthermore, the visual merchandising tools must convey the advantages of the products on display. These tools are essential for us to interact quickly with the customer.
A welcome graphic gives the first answers discreetly and without making the visitor wait. Then, if the customer is interested, he can start the process.
The exhibition hall becomes a means of
establishing contact between customer and seller, laying the foundations for a dialogue.
7 - Lighting of the exhibition space to enhance the fixtures showroom
“Architecture is a rigorous and magnificent play of volumes under the light”. Quote from Le Corbusier.
Window and door showroom design: the
development of lighting technology becomes fundamental to ensure good visibility for the products. I recommend that you use mobile track lights.
In fact, the lighting establishes the character and shapes of the spaces, favoring the orientation of the customers. Light influences the perception and therefore the experience of the visit.
The scenographic use must be carefully considered to emphasize the focal points of the exhibition space, the correct display of the product, the entrance and exit area to other spaces.
8 - Guide lines for a room showing neat and legible doors and windows
The design of the showroom doors and windows starts with the analysis of the commercial offer. Basically we have to study the
strategic mix of products useful for intercepting the demand of the target. This will affect the display system, the commercial continuity between homogeneous products and the other variables of product type and sales model.
The reception area, technical areas, consultancy area, negotiation offices, meeting or training rooms, any deposited for storage of samples and advertising tools must be defined.
A careful design of the windows showroom has a twofold objective:
- Optimize the commercial area by making the customer experience easier;
- Make the most of the use of exhibition spaces to optimize the number of references.
The study of the visit itinerary improves the understanding and choice of products by facilitating the purchase, transmits to the visitor a feeling of control over the offer and security in the purchase act.
9 - How to organize the door and window showroom in product departments
Organizing the exhibition space into departments optimizes the showroom space of doors and windows.
For example, let's assume a hypothetical division into product categories and sub-categories for a new potential showroom of small or medium-sized doors and windows.
- Interior doors - standard and made to order;
- External doors, French windows, armored doors;
- Windows divided by material and technology;
- Blinds such as Venetian blinds, shutters, roller shutters and sunscreen systems;
- Custom mademosquito nets;
- Curtain walls.
This offer can be considered a good product mix, able to satisfy those who decide to enter a store specializing in window frames.
10 - The role of the technical consultant in the fixtures showroom
The staff in the window and door showroom should be extremely knowledgeable and competent (commercially and technically).
Quality technical advice transmits competence and experience. The indicators that make it possible to analyze these aspects are
customer satisfaction and
customer retention .
Unfortunately, in practice, an analysis of the technical details of a
window system is often not done with adequate depth. We end up pushing the customer to buy the product they like most aesthetically, not knowing if it will be just as functional. Instead, the sales consultants should be able to tell the products, explaining the differences that are not noticed at first sight.
Showroom windows: here are my conclusions
Creating a window and door showroom as it should be is the first step to the success of a
window maker .
Thinking about a project with a broad scope and multidisciplinary approach is the most structured way to create a showroom positioned correctly on the reference market.
I hope these ideas will be useful to you in evaluating any restructuring interventions in your exhibition spaces.
