Q: Your website features an interactive “walk through” showroom experience. How key is that to your success?
A: Many of our customers comment on how easy it is to get a good feel for our showroom offerings based on their website experience with our EveryScape tool. The 360˚ virtual tour of our entire facility— including the showrooms, warehouse and retail sales floor—allows people the convenience of “deep diving” into our company while online. That helps set the stage for a positive in-store experience.
Q: How important was it to add in a specific millwork department five years ago?
A: This was a critical decision that has greatly increased our market share. The millwork department has given us a valuable tool to be competitive locally. We understand that our product lines are always evolving and we must keep the showroom as close to cutting edge as we can while remaining profitable.
Q: After five years with the same showroom, what are you personally most excited about regarding the upcoming showroom change?
A: I’m looking forward to seeing some of our older, outdated samples leave our showroom. The ideas we are looking at are new and innovative to build on what we already have that our customers respond to positively.
Q: What special events or promotions have you used to promote your showroom location?
A: Twice a year we hold continuing education classes within our showroom. We typically have 20 to 25 builders and architects in attendance. These professionals are invited to spend time in both our millwork and kitchen and bath showrooms.
Q: You’re at a critical point in deciding what will happen for your showroom remodel. What tips do you have for other dealers contemplating a similar change?
A: Don’t rush into a remodel. The decisions you make now will be with you for a number of years and require a strong financial investment. Make smart choices and don’t skimp—you’re showing off the best you have to offer in your showroom and need to make those selections stand out.