The National Kitchen + Bath Association (NKBA) recently published its 2024 Kitchen and Bath Market Outlook Report and while they predict slight declines in residential remodeling and new construction spending (2% and 4%, respectively), they suggest the demand to spend is there and estimate industry revenues will reach $173 billion this year. For kitchen and bath showrooms, NKBA’s projections mean it’s time to raise the stakes to elevate the showroom experience to attract those buyers.
While your showroom is the final destination for buyers, the customer journey rarely begins there. Today’s tech-savvy shoppers prefer to browse online first to view different collections, learn about the latest trends and features, and see available options so they are better informed and prepared when they visit your store. That’s why a digital showroom is so important. It puts your business and your products center stage and creates a cohesive online and in-store experience.
At Unilog, we specialize in building online showrooms that flow seamlessly into your stores and simplify the product and selection process. Our custom website and eCommerce platforms, project builder tools, and extensive product content library have helped hundreds of independent retailers succeed online while driving more in-store traffic.
As experts in your industry, we have five marketing strategies that will not only help promote your showroom, they will also help you better serve your customers and extend your geographic reach.
1. Create an online showroom that complements your physical showroom
Today’s tech-savvy shoppers prefer to do their own research and browse products before heading to a showroom. A full-featured website gives them that opportunity. Tools like CX1 Showroom transform your basic website presence into an expansive buyer resource that showcases your company and products, guides customers through the shopping experience, and enables them to schedule a showroom consultation with just a click of a button.
A custom-branded website that features attractive images, dynamic menus, and a user-friendly interface make it easier for people to browse your products and find exactly what they want. It serves to inspire buyers by exposing them to supplemental products and accessories they may not have considered. Your website also functions as a valuable sales tool, enabling associates to create customer profiles, build tailor-made projects, assemble quotes, and fine-tune bids. While assisting customers in store, staff can navigate your site quickly to find products, show color and finish options, view schematics, and provide pricing and availability.
Together, your online and physical showrooms create a harmonious customer experience with consistent information, personalization, and customer support at every stage of their buying journey.
2. Offer digital tools that enable buyers to build their dream kitchen or bath
Impress your customers with value-added services they can’t get with other showrooms, like CX1 SPEX Builder, a tool that enables buyers the creativity and control to build their dream kitchen or bath project from the convenience of their home. CX1 SPEX Builder enables buyers to browse your online catalog and create an item wish list for their kitchen or bath project. Their wish list can then be reviewed remotely by a sales associate, who can check product compatibility, availability, and add comments or suggestions to send back to the buyer via the tool. Once the final product selections are made, your staff can design and deliver a polished quote and detailed presentation catalog in minutes, complete with your logo, contact information, and value proposition.
By providing digital tools like CX1 SPEX Builder, you empower customers to personalize their spaces with ease and convenience, fostering a deeper connection to their projects and ultimately enhancing their overall satisfaction with the buying experience.
3. Become a trusted and valuable resource for buyers
Don’t just sell decorative plumbing products, make yourself the unequivocal authority and preferred kitchen and bath showroom for buyers. How? By providing all the resources and service offerings they need at every touchpoint of their customer journey. Here are ways to become a trusted and reliable resource for buyers:
On your showroom website:
- Present enriched and accurate product data, including colorful product images, specifications, features and benefits, pricing, and supplemental documents
- Share inspiration galleries to open site visitors up to new products and designs
- Create a 3D virtual showroom where they can view the layout and expanse of your physical store
- Include customer testimonials and reviews
- Display calls to action clearly and consistently across site pages where they can click a button to chat, call, or schedule a design consultation with you
In your brick-and-mortar showroom:
- Create a sensory-rich environment with plenty of opportunities to touch and handle products
- Use kiosks and tablets to access your product catalog, find information, and build customer wish lists
- Showcase new technology with hands-on demonstrations
- Create a relaxing, enjoyable environment that encourages shoppers to take their time
By implementing these tactics both online and in store, you’ll make the customer experience appealing for every type of shopper – from those who want self-service options to others who prefer personalized guidance and support. Regardless of where and how people shop your showroom, they’ll have resources at their fingertips and consultants available when they need them.
4. Create a local selling advantage
Search engine optimization (SEO) strategies help your business rank high in search results and attract the attention of more buyers. According to BrightEdge Research, 53% of all website traffic is sourced from organic searches. At Unilog + Bravo, we employ a number of SEO tactics to make sure your site and your business are easy to find highly ranked. From on-page links and custom keywords to detailed product information and store location maps, we help position your business in organic web searches to attract more online visitors as well as drive local showroom traffic.
5. Build a strong social media presence
An easy and low-cost way to promote your business and products is with social media. Your customers – both consumer and pro – use social media daily to get news, read reviews, and interact with others. Statista says more than 70% of the U.S. population has a social media account and, by 2025, they predict the number of social network users in the U.S. will reach 323 million.
To attract and connect with more people, build a presence on multiple social media platforms such as Facebook, LinkedIn, X (formerly Twitter), and Instagram. Regularly post interesting content with images, videos, and links back to your site and product pages. Use social media to showcase products and new technology, share company news, and promote your staff as product experts. For the best exposure, post one to two posts a day on each social platform. Create a content calendar to plan out your topics and cadence, and utilize a social media management tool like Hootsuite or Buffer to schedule and publish your posts.
As remodelers and builders are poised to spend money on kitchen and bath products, don’t miss your chance to serve them. With an omnichannel marketing strategy and help from Unilog, you can attract more people to your showrooms, better promote your products, and provide a next-level customer experience.