Article Number : 2663 |
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| Date | 11/8/2007 8:34:39 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2663 |
| Abstract | By Sarah Zimmerman (Second of two parts) The average customer will shop at least three stores prior to making a flooring selection, noted Len Zimmerman, president of Classic Carpets & Interiors in Greenville, S.C... |
| Article | By Sarah Zimmerman (Second of two parts) The average customer will shop at least three stores prior to making a flooring selection, noted Len Zimmerman, president of Classic Carpets & Interiors in Greenville, S.C. In addition, over one-third of these customers cite store appearance as the primary reason for buying. What does that mean? Location is not the sole leader on the trail to a successful retail business. Along with locating your store in a high-traffic area with the correct demographics for your target market, great visibility, future growth opportunities, a competitive climate and easy access, you have to think about the customer’s in-store experience. This includes everything from the design and cleanliness of your showroom to the education of your sales staff. “In-store experience is second only to location,” said Alan Woody, store manager of Carpets by Otto in Holland, Ohio, “so you should do your best to knock their socks off.” He believes customers look to the in-store experience as a barometer for how a company does business. “If your showroom is clean and well maintained, they will be more likely to trust you with their home.” Comfort is key, said Bob Tobe of FLOOR 360 in Madison, Wis. “Aesthetically, make your store feel comfortable for your customer.” He noted the best information he ever heard from a speaker regarding showroom design was the question, “Is your store male or female?” Since then, Tobe has taken to looking at showrooms with the main purchaser, the female, in mind. “We burn fragranced candles and have coffee and bottled water on hand.” Zimmerman agreed a comfortable setting is necessary, but also pointed to store structure and product placement when considering the shopping experience. “Today’s flooring customers are looking for a state-of-the-art showroom with lots of product to select from, the ability to shop leisurely and to make flooring selections on their own. The showroom floor should be organized in such a manner as to not appear overly cluttered, and there must be directional interior signage to help your customer’s shopping experience be pleasant.” Finally, Zimmerman said, it’s about differentiating your business from the competition. Classic Carpets & Interiors’ sales staff attend sales and product knowledge seminars, and it features two large flat screen TVs in its showroom to offer new e-based technology. Carpets by Otto also sets itself apart by partnering with local businesses to enhance its own showroom and support its fellow community retailers. “We partner with a local furniture store to provide furniture for the vignettes and stylish interior accessories all over the store,” Woody said. “This gives our showroom a finished and completely decorated look and allows us to reciprocate sales leads with the furniture retailer.” The Ohio-based store also offers a play area for children, two interior designers on staff and a sophisticated computer system in its customer lounge. Tobe says when it comes to stepping out in front, the quality of your team is first and foremost. “From the person who greets customers to company owners, everyone must have strong people skills and show they care. We use the saying, ‘Opportunity to impress,’ every time a person walks into our store.” He added that FLOOR 360 does many things to differentiate itself, including supplying CAD or 3D computer renderings of designs for showers, fireplace surrounds, kitchen backsplashes and tile floor patterns. “We have a professional design department that’s sole responsibility is to assist our sales staff with ideas, drawings and concept boards.” |