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SHOWROOM STRATEGIES: Loranger Door & Window Co. Inc.

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Insights from LBM Dealers who’ve grown their sales with a showroom refresh.


An Interview with Robert J. Loranger, President of Loranger Door & Window Co. Inc.:

Q: When was your showroom built?

A: We launched our showroom in 2005 in order to have a larger, more efficient space to operate and a better geographic location to serve our customers.

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Q: What has been the biggest advantage of having dedicated showroom space for a privately-held company?

A: The added showroom space allows us to better display and represent products from the manufacturers we have partnered with for our business. This space is continually updated with new products so that our customers see and consider fresh, forward-thinking options.

Q: In order to sustain your showroom experience for customers, what are you looking for from your partner manufacturers?

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A: Design inspiration, monetary/co-op support and new product representation are key elements we seek from our partners. Even though our showroom is nine-years-old, we constantly update the contents to present the most current product offerings in the marketplace. We’re always working with our manufacturer representatives to refresh displays, keep literature current and enhance our team’s product knowledge.

Q: Who are some of the companies with the most visibility in your showroom?

A: Andersen Windows, Therma-Tru, Brosco and Velux. They all have extensive displays and products represented in the showroom, plus a variety of merchandising materials. For example, Therma-Tru has a full representation of different types of doors, a merchandising board of door components and a TV monitor scrolling different glass options.

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