We’ve all been told that the high street is dying but Graeme Smith, head of retail and commercial design at PWS, argues that the market is booming for kitchen retailers as showroom spaces remain as important as ever.
From Brexit to rising rental costs and the increase in online purchasing, for many, the high street can be seen as a bleak space to be in. However, for those looking for a new kitchen, the picture is very different.
Unlike other areas of the high street, the kitchen retailer and showroom space has continued to flourish. Customers who are interested in a new kitchen are more committed and more informed on what they want than ever before, thanks to the growth in social media and the resources available to them for inspiration.
This means there are so many opportunities out there for retailers who offer the right product and services to their customer base. This is especially the case for those who provide a wide ranging, adaptable product offering that can meet a changing market demand. It is vital however that brands are working with retailers to support them on this journey to ensure everyone wins.
Team effort
While we very much live in a digital world, for customers looking for new kitchens, they still want that in-person experience as it’s generally one of the most expensive purchases they will ever make.
Showrooms are therefore still essential spaces for customers to get this physical experience and see spaces come to life. Brochures and good quality images are essential, but nothing beats being able to interact and engage with the product and experts first-hand.
In addition, and equally important, the retailer is there to sell the product and the experience to the customer – and showrooms are the ideal setting to show their capabilities. Having a knowledgeable team on-hand to answer any questions, talk through the different options and advise customers is an integral part of the customer journey, which will ultimately build that trust and hopefully result in a long-standing relationship.
To get customers through the door, the first thing to consider is visual appeal. Retailers need to be offering engaging and up-to-date displays that feature the correct looks and the most commercial products that are correct for their market and target demographic.
To stand out from the rest, it is key to understand your customer base and local market. This could include designing a modern slab display if you are catering for a more contemporary demographic, or a classic Shaker display should your market be looking for more traditional kitchens.
Target customer
While retailers need to remain unique and be able to show their own individual personality, as a brand, it is important to help showrooms to try and replicate your own imagery through their displays.
Customers can then experience a seamless and cohesive journey from promotion online through to the printed brochure and the kitchen in person.
From a brand side, to properly communicate your messaging and product offering, it’s important to work with a varied selection of retailers around the country and ensure they are the best people to reach and represent your customer base.
It is very much a two-way street. When forming relationships with retailers, it’s vital that we are doing our part and supporting them on their journey from start to finish by providing them with the right knowledge to ensure your brand is properly represented and communicated.
To do this successfully, what we have seen work well is providing them with direct consumer leads from the website, awareness through social media channels, marketing collateral and in-store support. A combination of all of these elements will mean you are hitting your target customers from all angles.