Top Showrooms: The Art of the Show
The world becomes more digitized every day, but so much of sales still hinges on human connection, face-to-face interaction and seeing items up close. That sort of tangible connectivity seems to be one of the driving forces behind the evolving look of showrooms, a longtime marketing stalwart in the world of hardware and building supply.
While some in the industry have either scaled back traditional showroom concepts or perhaps pivoted more toward online showcases, many more are doubling down on physical spaces to display products. And now, it’s about more than just selling.
Meaningful connectivity and multi-purpose uses
One trend appears to be showrooms becoming more than mere static, passive displays for lookie-loos. Simpson Strong-Tie’s newest facility in Las Vegas, for instance, doubles as a distribution center (DC), training facility and product demonstration site. There are also offices and spaces reserved for customer and industry partner meetings, professional development and employee collaboration. The entire location is 59,436 square feet, but the company carved out a 4,470-square-foot event space with capacity for 297 guests, which features a state-of-the-art audio/visual system to facilitate presentations and get-togethers. It also includes a demonstration room to facilitate hands-on training with Simpson Strong-Tie products.
Many showrooms are also getting bigger. California-based MSI’s new Nashville showroom, which doubles as a DC as well, is 150,000 square feet. The facility is open to the public and provides services like product selection and product samples, as well as virtual branch tours and slab selections.
Ferguson is another company leaning into a new vision for its 250+ showrooms. The company recently shared plans to streamline its approach, with a heavy emphasis on hands-on interaction with products and personalized consultation services.
Caroline Danielson, Ferguson's director of showrooms, explains the shift: "Today's customer values a fluid and connected experience, and Ferguson Home now combines the expert guidance, extensive product selection and project support our customers have come to rely on with the flexibility to shop the way that best fits their needs."
Brickworks Supply Center is also homing in on education and personalized service. Its newest location in Chicago features a consultation area where staffers can offer professional advice on installation and design, review plans and guide customers through the product selection process for projects of any size. It also has space reserved for industry events.
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Hammond Lumber Company in Maine. -
Curtis Lumber in Plattsburgh, New York. -
The Marvin Design Gallery by Evanston Lumber in Lake Bluff, Illinois.
Thinking outside the box
Technology certainly has a role to play in shaping the showrooms of tomorrow. Lowe’s, for example, recently introduced Apple Vision Pro technology into five of its Texas stores. The app, developed by Lowe's, enables customers to visualize and design a "dream kitchen" within an immersive, 3D experience.
During each (free) 45-minute consult, a Lowe's associate helps a customer navigate through sinks, cabinets, ranges, countertops, flooring and more using Apple tech. Anyone joining the session, including friends, family and decorators can follow along on an iPad that mirrors the 3D experience, helping families create their dream kitchen together.
Derby Building Products, makers of exterior polymer stone and shake cladding, takes another unique approach to showcasing its products. The company partners with some of its flagship dealers, such as Indianapolis-based Reese Wholesale, to renovate a building edifice featuring the company’s Tando Stone and Beach House Shake shingles. Aside from creating a permanent display, the installation provides hands-on education about the products and guidance on how to install the products correctly.
Going one step further is Panasonic, which recently unveiled a concept home in Houston. The company touts its “net-zero fully connected smart home” featuring the ductless OASYS system meant to provide streamlined ventilation, filtration and consistent temperature control.
One thing is certain: companies are increasingly opening up the promotional playbook to tout products and services in new, unique ways.
