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18 | Kitchen & Bath Design News May 2014 Inside Today's Showroom { Sarah Reep, ASID, IIDA, CMKBD, CAPS, CMG } E mpowered by having a literal world of infor- mation available in the palms of their hands, today's consumers see convenience as paramount. If you need evi- dence of that fact, you need to look no further than the reac- tion of a frustrated iPhone user whose wireless connection isn't fast enough, or the lost soul whose cell phone conver- sation has been disconnected. People today seek a frictionless, hassle-free expe- rience, and they will reward businesses that can provide it. That's why inconveniencing a customer will inevitably come at a cost. Being aware of and in tune with what your cus- tomers expect will help you to make conscious, productive choices that keep your busi- ness and showroom vital, relevant and the "place to go." With the dawning of the mobile communications age, consumers need your show- room less than ever as a starting point in the shopping process. Unlike a generation ago, buyers today begin their shopping on a computer or a handheld device. Typically, it's only after they do their research that they decide which brick and mortar show- rooms to visit. That doesn't mean your physical showroom isn't im- portant. It only means that its role in the shopping process has changed. Because convenience is so important to today's con- sumers, any friction in the shopping experience – wheth- er on the Web or in the store – may send them dashing to your competitor's showroom – or back on online. "Frictionless" refers to the ease by which consumers can work with you and your pro- cess, your touch points, your business and your showroom. Frictionless means more than just the shopping process. However, the showroom is the connection point that brings it all together – espe- cially since your customers can now check on you be- fore actually meeting you in a store environment. Are you providing a fric- tionless buying experience to potential customers? Here are fve keys to reducing con- sumer friction: ONLINE Consumers' first exposure to your showroom will often be through your Web site. If you make their experience friction-heavy at this stage, they may never come see you in person. First, they have to be able to fnd you. When a consumer does a Google search for local showrooms, is your site listed near the top of page one? What will their frst im- pression be when they click on your site? Some sites are so busy and cluttered, it's hard to know where to click to fnd the information be- ing sought. When consumers encounter friction and uncer- tainty, their next click may be onto somebody else's site. Many showroom opera- tors are now reformatting their sites to make them cleaner and simpler to use, especially on the home page. Try testing your site from a consumer's point of view: When you go to the home page, what do you see? Is your experience convenient and smooth? GETTING THERE A customer shouldn't have to work hard to get to your location, either. If your Web site does its job, the consumer will want to visit your show- room. Have you made it easy to do that? Does your site clearly provide your location, how to get there and your hours of operation? Can they make an appointment online – or easily call you? Some sites display addresses and contact in- formation within graphic images that cannot be cop - ied and pasted into a Google Maps address bar. That's in- convenient for the consumer who wants to print directions to your showroom. Consider presenting your address in text that can be easily cap- tured and pasted. This is also important for users of mobile devices. Normally, properly formatted text, when "touched" on the screen of a mobile device, will automatically open Google Maps, ofering seamless driv- ing directions. Once the consumer reaches your location, is your entrance easy to find and access? If you're not in a highly visible location, do you have adequate signage? Do you have ample and convenient parking? IN THE DOOR So now your prospects are in- side your showroom. What, exactly, do they want? Shoppers go to a show- room because they have a problem to solve. In your case, the problem is remodeling an outdated or undesirable kitchen or bathroom. Make their visit friction- less and fruitful by quickly discerning their needs and con- centrating on satisfying them. Make their visit a pleasant and stimulating experience. Touch all fve of their sens- es. Do you have good lines of sight and pleasant light- ing? So you have soft music playing in the background? Do you have something that smells good in the showroom – maybe a fresh pot of coffee brewing, and some cookies to go with it? REASSURANCE Once you've met your customers' needs, they must continue to be reassured that it's smart to do business with you. Again, put yourself in their shoes. Do you give them confdence that the order will be delivered correctly and on time? Do they know that you will stand behind your products and service should anything go wrong? If they aren't ready to make an immediate purchase, do you have information they can take home with them? Do they know all of the services you ofer? Do you ofer things that your competitors don't? WORD OF MOUTH Today's "word of mouth" hap- pens not only person to person, but also online. The Internet is flled with review sites like Yelp, where customers aren't shy about sharing their input. I often hear showroom managers say they don't have time for this online work. I would suggest finding the time or delegating it. If there's something about your business that's creating roadblocks between you and consumers, you need to know about it. It's also important to be proactive in using digital media. You can keep your customers engaged by inter- acting with them on social media. Consider a YouTube video site to educate consum- ers about kitchen and bath topics, and about your busi- ness, as well. The potential of social media has barely been tapped. This is a good time to develop your own approach that fts your business, your strategy and your customers. Both your business and your designers should be represented on Houzz, a site consumers use to fnd prod- uct and design resources. Focusing on satisfying the needs of your customers will position you as a valu- able partner in the pursuit of their goals. Providing your customer with a convenient, frictionless process, from the beginning of their research to the fnal installation, will make it a happy experience for everybody. "Providing your customer with a convenient, frictionless process, from the beginning of their research to the fnal installation, will make it a good experience for all." Five Steps to a Frictionless SHOWROOM EXPERIENCE In an age where convenience is paramount, kitchen and bath dealers must create a frictionless experience for consumers, from the frst Web site visit to the time spent in the showroom. Read past columns and features and send us your comments about this article and others by logging onto our Web site: www.ForResidentialPros.com KBD_18-19_InsideToday.indd 18 4/15/14 10:28 AM