I’m Denise Champagne, the director of luxury home products at Wiseway Supply/Park Supply/Plumbers Wholesale. With more than 20 years of experience in the kitchen and bath industry, I’ve developed a deep passion for bringing luxury and functionality into people’s homes. 

A little over a year ago, I decided to take a leap of faith and embark on a new adventure. I took a sabbatical and fulfilled my long-time dream by opening my coffee shop. However, let me tell you, it’s more than a coffee shop — it’s a haven filled with plants, books and home décor. Running this establishment has been an incredible journey of learning and growth as a business owner within my community. One of the most rewarding aspects has been discovering the intricacies of providing top-notch customer service while ensuring profitability. 

In this piece, we’ll explore current trends shaping our industry and the enduring elements that consistently resurface. Today, maintaining regular communication with customers and nurturing relationships is paramount. For recurring clients such as builders and plumbers, establishing and maintaining trust comes more naturally over time. 

However, for showroom clientele, quick connection and building trust are essential the second they walk into your showroom. Showrooms aren’t merely transactional spaces; they’re relational hubs. To assist in this transition from transactional to relational, I’ve compiled six essential strategies for enhancing your showroom experience.

1 | Staging: Physical and Virtual Immersion 

Staging in showrooms has evolved to create an immersive experience that captures customers’ imaginations. Physical staging involves curated, designed spaces highlighting products in real-life settings, helping customers envision how they will look and function in their own homes. 

It’s imperative that all showcased products are readily available for purchase. This streamlines the customer’s journey and enhances their overall experience by providing a seamless transition from inspiration to purchase.

Virtual staging is also gaining traction, leveraging virtual reality and augmented reality technologies to provide customers with a digital yet realistic preview of products in various environments. This allows customers to experiment with different styles, colors and configurations without physical space limitations. Virtual staging is particularly useful as a tool to help establish a collaborative design vision between the showroom consultant and the customer. 

It is also particularly beneficial to online consumers who can easily have a showroom-like experience and show it off to their friends and family. Side note: Make sure to watermark your prints with your logo so as consumers are sharing, everyone knows who did this for them. Apps are available and iPads in the showroom are suggested for this type of staging. 

2 | Collaboration: Enhancing Consumer Appeal

Collaborations have emerged as a vital strategy for thriving businesses, exemplified by successful ventures such as Joanna Gaines’ collaboration with Target, Kohler’s partnership with Shea McGee and the fusion of Jason Wu’s aesthetic with Brizo Bath and Kitchen innovation. Collaborating at the kitchen and bath showroom level means partnering with designers, architects, contractors and even customers to create a more holistic and personalized shopping experience. 

By collaborating closely with industry professionals, showrooms can offer a uniquely designed suite of products that capitalize on the designer’s popularity and style and support local trade. Showroom collaborations like these enhance consumer appeal and foster a sense of community and trust. 

3 | Hospitality: Elevating Customer Service to an Art Form

In the competitive landscape of 2024, simply providing customer service is no longer enough. In one of my favorite books, “Unreasonable Hospitality,” by Will Guidara, he says: “Unreasonable hospitality is all about putting in the extra effort to make your customers feel pampered. It’s not superficial gestures or basic courtesy but a genuine commitment to sprinkle some magic dust into someone’s day.” 

Showrooms go the extra mile by offering hospitality services to make customers feel valued and appreciated. This includes providing refreshments such as coffee, tea and snacks, and creating a welcoming and comfortable environment for customers to explore products at their leisure. 

The concept of hospitality extends beyond physical comforts. By customizing the selection experience with personalized favorites, your customers will feel that their needs are at the center of every interaction. Lighting and music playlists matter. They should be adjusted accordingly. By focusing on hospitality, showrooms differentiate themselves from competitors and create lasting impressions that drive loyalty.

4 | Leading with Innovation

Innovation is at the heart of the plumbing and lighting showroom industry in 2024. With cutting-edge solutions to consumer demands, showrooms are now showcasing the latest and most innovative products that cater to modern needs and preferences. This includes smart plumbing fixtures, energy-efficient lighting solutions and eco-friendly products that appeal to environmentally conscious customers.

Smart technology is revolutionizing the industry, with products such as voice-activated faucets, app-controlled valves, lighting systems and water-saving fixtures gaining popularity. Showrooms offering these solutions not only attract a tech-savvy customer base but also position themselves as industry leaders. 

Leading design centers are also leveraging technology to streamline the post-purchase process. Automated emails, personalized follow-up calls and online support portals are tools used to maintain continuous customer engagement.

5 | Event Hosting: Create Community and Engagement

Hosting events has become a pivotal strategy for plumbing and lighting showrooms to engage with their community and build strong relationships. These events range from product launches and demonstrations to DIY workshops and industry seminars. By hosting events, showrooms create opportunities for customers to interact with products, learn from experts and connect with like-minded individuals. 

Incorporate regional themes and relevant topics to your customers. Also use platforms such as Facebook and Eventbrite to get traction and gain followers. Events also serve as a platform for showrooms to highlight their expertise and thought leadership in the industry. 

6 | Obsessing Over the Post-Purchase Experience

The relationship with customers doesn’t end at the point of sale. Showroom leaders are placing a significant emphasis on the post-purchase experience, ensuring that customers remain satisfied long after they have made their purchase. 

This involves follow-up communications to check on customer satisfaction, offering installation assistance and providing easy access to after-sales support. By obsessing over the post-purchase experience, showrooms ensure customer satisfaction and encourage repeat business and positive word-of-mouth referrals.  

Denise Champagne is the director of luxury home products at Wiseway Supply/Park Supply/Plumbers Wholesale.