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26 | Kitchen & Bath Design News | June 2015 Commentary { Miles Woodall III } D espite the growing amount of retail moving online, kitchen showrooms today are becom- ing increasingly important places for manufacturers to secure a buyer's in- terest and business in the appliance industry. But how does the buyer re- ally know which appliance is right by simply looking at the product, read- ing a description or listening to an informed sales speech? When it comes to shopping for range hoods and other kitchen ap- pliances, consumers, dealers and designers are bombarded with so much information it can become difcult to separate the important information from the hype. And, while manufacturers may be knowledgeable about the products they display on the showroom foor, that knowledge may not always make it to the consumer in a way that helps them answer the question: "Is this the right product for me?" As appliances evolve, it becomes more challenging for buyers to un- derstand what they are getting or what sets one brand's appliance apart from another. And while the Internet is quick to help consumer shopping habits, most sources only deliver one-way communication that adds to the overload of information. Is that really an efective way for customers to confdently purchase an appliance? While it helps to be as fully informed as possible, sometimes there is no substitution for the real thing. And showrooms ofering functional appli- ances fll this important role. By adding functional displays to the showroom foor, a manufacturer can satisfy the needs of consumers, dealers and designers by encouraging informed decision-making. EDUCATE Over the years, veteran appliance manufacturers have witnessed the evolution of appliance marketing transform from one-way communi- cation into interactive and hands-on exchanges. What began with door-to- door sales graduated to trade shows, then showrooms, and, ultimately, the "virtual showroom" – the Internet. But what remains increasingly rel- evant at today's best showrooms is the intersection of all of these marketing forces to educate customers and cre- ate meaningful business. The door-to-door salesperson is now the gifted showroom associate. The trade show beauty is now the latest and greatest product display. And the smartphone in your pocket replaces the brochure with a library of background information available for immediate review while shopping and comparing products. These things, working in unison, create an informed shopper. But the fnal step in the sales process that cannot be replicated comes when the buyer gets to experience turning the appliance on. It's a strategy car dealers have used since the Model T. The best way to educate buyers is by incorporating functional displays that demonstrate all of the new technol- ogy or add-on options, allowing them to connect what they read or hear by physically experiencing the technology before deciding on a purchase. ENGAGE While knowledge is power, ofering buyers an elevated experience in the showroom can greatly impact the buy- er's infuence. Speaking from decades of personal experience in the industry, the way we connect with shoppers is continuously evolving to accommo- date the buyer's desire to be better informed. From static displays to elec- tronic touch-screens and QSR codes to interactive Web sites, the industry has always generated diferent and new ways to make a shopper's experience more interactive and engaging than the "window shopping" of the past. For example, when a buyer is look- ing to compare the sound levels on various range hoods, the easiest way to judge this is to turn the appliance on. Having a functional display where shoppers can physically turn on and of diferent range hoods and compare the noise level of each model ofers an ability to make a truly informed shopping decision, while also creating an opportunity to demonstrate your competitive advantages frst-hand. Engaging the buyers on the show- room floor will help eliminate any misunderstanding that can arise when the consumer is overwhelmed by everything the manufacturers are presenting. Using function displays for more than just demonstrations by en- couraging shoppers to interact with the appliances on their own can help navi- gate around any miscommunication that may occur. Ofering a hands-on experience is a great way to build a buyer's confdence in the products they are being shown. It also helps to cre- ate an opportunity to generate a more in-depth conversation with the buyer. ELEVATE When presenting a showroom, let the consumer "be part of the show." A great way for companies to get the most out of functional displays and really drive the point home with buy- ers is to get them involved with the appliance and show how the difer- ent abilities of each appliance works during everyday situations. Creating fully functional displays that allow shoppers to "push the buttons" on appliances creates a total experience. A great way to further improve a buyer's familiarity with each product and to show the appliances in action is to create fully functional kitchens that can take the show to a whole new level, such as when professional chefs conduct cooking demonstra- tions. These types of events and the features they communicate about ap- pliances literally "feed the demand" of consumer wants and needs. The showroom is where all of the messages a company has sent out to buyers over various channels of com- munication should come together. What a company is marketing virtual- ly must refect what the shoppers are able to experience in the showroom. It's similar to shopping for a new car: Sure, you can look at online reviews or listen to different car salespeople throwing out statistics, but at the end of the day, no one buys a car before they have the chance to test drive it. Buyers should be able to shop for kitchen appliances in a simi- lar way, especially considering that appliances will be part of the daily life of a consumer longer than most cars. Investing in functional showroom displays to elevate the consumer ex- perience and demonstrate to dealers or designers the important features of the products allows for the buyer to enjoy that "test drive." When dealing with the kitchen industry's standard for high-quality appliances, it's important for manu- facturers to give everyone the ability to learn about products and test dif- ferent features in new and innovative ways. Increasing the buyer's knowl- edge, engagement and experience through the use of functional displays helps to create a shopping experience that leads to better decision-making and customer satisfaction. Miles Woodall III is the CEO of Vent-A- Hood. Founded in 1933, Vent-A-Hood is the oldest manufacturer of residen- tial range hoods in America. The Benefts of Functional Displays By allowing prospects to try out appliances before buying them, showroom appliance displays help to drive the conversations that spur business. "Creating fully functional displays that allow shoppers to 'push the buttons' on appliances creates a total experience."