Apple retail stores generate more dollars per square foot than any other retailer in the world. Scott Galloway points out in his new book The Four that Apple differentiates itself from other tech giants Google, Facebook and Amazon, because Apple is a luxury products company. Consumers spend eight to ten times more for an Apple iPhone than a Samsung Galaxy, because they are infatuated with the brand. Apple products connote a status that makes consumers feel good about their purchases.
Follow this four-step recipe to make your showroom a destination of choice:
First, understand your customer’s goals and showcase why your showroom is best suited to meet those goals.
Positive reviews and word-of-mouth referrals are gold to kitchen and bath showrooms. Imagine what your bottom line would look like if every one of your customers posted a positive review on Yelp or raved about the quality of your service and products to friends, neighbors and coworkers? Referrals can happen naturally or you can create them. Consider the following:
Making your brand relevant and socially useful is one of the challenges affecting kitchen and bath showrooms. How to you accomplish this? The first stop is your website. Are you providing information that customers want? Are you making it easy to find information? Pretend you are a customer looking to remodel your kitchen. If you went to your website, would it deliver the information you want and need? Would it encourage you to call, email or visit your showroom? Ask yourself what you can do to make your brand more relevant and useful? This is a great place to start because recent research found that consumers find 44% of all brand experiences as boring.
There's an interesting and opportunistic shift taking place in the way large and small businesses go to market. BKBG members may view their role as creating new kitchens and baths for their clients. Their tasks may include designing the space, specifying and selling products, installation and performing quality control. Showrooms sell both products and services, and retail gurus are advising showrooms and other brick-and-mortar retailers to sell experiences and solve the needs and aspirations of their customers. When a showroom creates a new space in the customer's home, they can focus on experiences by relating how warm and fuzzy their clients will feel with the ability to create restaurant-quality meals in their home.
There are 4.8 million people in the U.S. who are 26 years old. They are the largest group of the Millennial generation, which is the largest generation in U.S. history. They are on the verge of dramatic lifestyle change that may involve marriage, buying a home or having a child. Millennials represent 42 percent of all homebuyers and 71 percent of all first-time homebuyers, according to Zillow Group, and 86 percent of Millennial homebuyers reported making at least one home improvement in the last year.
Do you know someone who believes they are right 100% of the time? These people are difficult to deal with, especially if they are your clients. They believe because they may have been successful in life, or achieved a certain financial or societal status, that they have the right to tell others what to do and how to do anything and everything. How do you deal with a know-it-all? According to Priscilla Claman, president of Career Strategies, the first step is to pick your battles wisely. If the advice, guidance, directive or request is not going to make a difference in the outcome of the project or compromise the integrity of your design, let it go.
Social media is one of the best ways to promote your showroom, but it isn’t enough to just post content to social whenever the mood strikes. The following tips regarding timing will help you make the most of your social media marketing.
Social media advertising budgets have doubled worldwide over the past two years. Hootsuite, a platform for managing social media, estimates that $31 billion was spent on social media in the U.S. in 2016, and approximately 86% of those funds went to Facebook. Are businesses seeing a return on their investment in social media advertising? Not likely, finds two recent studies. Splashlight, a visual content creation company, found that social media influences less than 33% of U.S. consumers when making purchasing decisions. Those findings mirror another study by Lithium Technologies that found most consumers object to being targeted by brands on their social media feeds.
Brandsource founder and best-selling author Don Miller explained why kitchen and bath showrooms need to tell compelling brand stories where the hero is not your company, but the client. Noted marketing author and blogger Bernadette Jiwa points out that most businesses think of story as a way to create and communicate value. However, story needs to move beyond a medium for becoming better known, increasing sales or making more profits. Jiwa notes, “the story, not of what is, but what’s at stake and what could be is what drives our desire to succeed.”