There’s a new buzzword in town that’s not just for car dealerships and furniture manufacturers anymore.
That’s right: showrooms.
Forget whatever visions of shiny SUVs on slowly rotating pedestals this may conjure. There are amazing examples appearing everywhere, from Apple with their international amphitheaters, to Casper with their sleep sessions, to REI with their in-store rock climbing adventures.
While your brand may not have its own retail stores, it doesn’t mean you can’t get in on the action. Sure, rock climbing may be a little trickier, but by looking at the big splashes others are making, you can easily adapt the trend for your own success.
1. Let Shoppers Test, Touch, Try
NYX Cosmetics offers interactive Beauty Bars that appeal to shoppers’ DIY habits. Bright mirrors and a sea of sample products invite consumers to sit down and try out a new look. Have questions? Both store associates and iPads offering quick and easy tutorials are at the ready. When they’re ready to buy, shoppers can put together their own eye palettes and scoop up goodies for their train cases.
2. Go Back to School
Amphitheaters aside, Apple is doing a ton of cool things in their stores—including Today at Apple, where shoppers can enjoy free courses on its technologies and products. From GarageBand to Video Clips to Spreadsheet Creation, Apple offers detailed dives into the topics their consumers are interested in.
3. Crank Up the Concierge Service
At the far end of this spectrum is Nordstrom, who’s latest concept store, Nordstrom Local, has…well, no clothing in it. Instead it offers free consultations with personal stylists who can discuss fit and fabrics with shoppers, offer advice and guidance, and then have the merchandise brought in for them.
4. Integrate Your Tech
What better way to picture furniture and installations in your home than to literally picture them in your home? Holoroom, the virtual reality visualization experience from Lowe’s, lets consumers choose kitchen and bathroom installations and explore them in a virtual space with dimensions customized for their own spaces. By being able to look at expansive (and often expensive) setups, shoppers could feel better about seeing how it would actually look in their homes, making them more confident to make the purchase.
5. Have the Right People in the Right Places
Having dedicated, brand-educated store associates was always the hallmark—and strength—of classic showrooms. While selling the products was always the end goal, it was having those dedicated in-store teams that made the difference. By being able to explain product selling points, compare your brand and products to the competition, and help consumers with questions, they were able to help drive the final sale and create lasting brand engagement and loyalty along the way.
Interested in learning more about how ThirdChannel can help your brand? Request a free demo now!