Using space effectively in physical showrooms is one of the most important factors in creating a destination customers want to visit. These days, using that square footage isn't just about the products- it's actually about keeping portions of the showroom open and airy.
Beyond offering a higher comfort level and better customer experience, providing that open, airy feeling is almost as important as merchandising and product display- in fact, it’s become a critical element of merchandising. Let's look at some of the benefits of opening up the showroom and using the square footage more effectively.
Increase Perceived Product Value
Typically, making more space in the showroom means having fewer products on display. That doesn’t mean reducing the offering, of course; it simply means presenting those products that speak best to your client base using carefully considered product editing.
With this style of merchandising, products ultimately end up looking more exclusive and therefore more valuable. It also shows the client that you know what they are looking for, and able to provide it; you become a trusted partner in their home renovation plans.
Improved Decision Making
When there is room to breathe between displays and sales zones, customers have the time to process what they’ve seen and are less likely to be overwhelmed by the experience. These in-between spaces are where the magic happens, where people get the chance to analyze what they’ve just seen and start to make their purchasing decisions.
The whole process of a renovation is stressful, time consuming and full of choices, but picking the right products should be the most exciting part of the journey. Showrooms that focus on providing a fun, easy experience during product selection are more likely to remain renovation partners in the long term.
Room for High-Value Areas
Another benefit of reducing the amount of product on display is that showrooms can then get creative with multi-functional areas that are not focused solely on selling, but on encouraging relaxed interactions between clients and sales staff or designers.
Areas focused on sales, design and events, versus strictly on products, play an important role in improving sales and customer experience. Adding products to these areas is a proven merchandising tool- any product featured in these areas will typically sell better since clients spend more time around them.
Make Space a Priority
More and more, consumers are expecting to physical stores to offer them that space to think, enjoy and make the right choices for their homes, so offer them the room to examine products without feeling cramped, while also feeling safe when speaking with sales staff or designers. The more comfortable they are, the more time they will spend in the showroom and making purchases.
Use your square footage to your advantage by finding those spaces and using them to make the showroom a top home improvement destination.