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September 2015 | KitchenBathDesign.com | 37 designers and having the ability to see renderings and beautiful elements pulled together. We are planning our space to enhance that 'reveal' with product samples in a private space." Another survey respondent stated, "We will diminish any display-orient- ed selling in a showroom setting and continue more with a 'studio' space that is more engaging and try to get away from promoting a 'shopping experience.' Concierge service is becoming more of what our clients expect from us. It reduces confusion and keeps clients and the sales pro- cess on track." DISPLAY CHANGES While showroom sizes are remain- ing stable, display additions are in the works for many dealers, with nearly a third (31%) planning to add bath dis- plays and 45% planning to add kitchen displays (see Graph 4) . Specifcally, in the next 12 months, one out of four expect to add bath vanities, coun- tertops, cabinet hardware, specialty lighting, kitchen cabinets and storage. As far as the composition of to- day's showroom, kitchen products are given the lion's share of space, with 67% of product space showcas- ing kitchen products, 22% devoted to bath products and 11% used for all other products. Small and mid-size showrooms devote even more space to kitchen products, the survey showed. Survey respondents had a median of 2.3 full kitchen displays and 3.7 partial kitchen vignettes/displays. Interestingly, one in four show- rooms don't have any full kitchen displays. An even greater number – three in fve – don't have any full bath displays, with those polled citing a median of 0.4 full bath displays and 2.5 partial bath vignettes/displays. While the world may be changing rapidly, showroom displays aren't changed out that often, according to the survey. Indeed, the majority of those polled change their displays every one to three years or less, and one in eight showrooms say they have never changed their displays. Three in fve respondents have live displays, and nearly one-third plan to add live displays (or increase the num- ber of existing live displays) in order to enhance their showroom's appeal. As for product mix, the vast major- ity carry kitchen cabinets (95%), cabinet hardware (92%), countertop surfacing materials (91%), bath vanities (88%) and other-room cabinetry (80%), while 76% ofer kitchen sinks and faucets, 71% sell interior cabinet fttings/storage aids/ closet systems, 66% carry bath sinks, lavs and faucets, 55% ofer specialty lighting, 53% carry bath hardware and accessories and 51% sell kitchen acces- sories and fooring (see Graph 5) . Showrooms of those polled ofered an average of 10 lines of kitchen and bath products combined. And, while the majority are not planning to increase their showroom space, many are considering product line changes, with 61% planning to add or change cabinet lines, 54% plan- ning to add or change bath vanity lines, 53% planning to add or change countertop lines, 44% planning to add or change cabinet hardware lines and 37% expecting to add or change kitchen sink/faucet lines. Interestingly, more than half of those polled said they have changed their showrooms to accommodate a changing demographic, with 55% focusing more on Gen X clients, 49% adapting to a growing Boomer clientele, 39% making changes to accommodate more higher-income customers and 38% focusing more on the growing number of homeowners with smaller budgets. MARKETING TOOLS Technology continues to have a ma- jor impact on how showrooms market themselves, with six of the top seven most popular marketing tools all be- ing techno-driven (see Graph 6) . Web sites were the number one market- ing tool, cited by 96% of those polled, followed by Houzz (81%), Facebook (79%), print ads (69%), LinkedIn (69%), texting (61%) and online ads (47%). Less popular marketing tools in- cluded enewsletters (28%), TV Ads (25%), YouTube (25%) and Twitter (25%). LOOKING AHEAD While the changing economy contin- ues to present challenges for kitchen and bath professionals, survey re- spondents were quite optimistic for the future. In fact, more than two- thirds (68%) said they anticipate business improving over the next 12 months. By contrast, only 2% believe business will be worse, while 27% see it remaining about the same. Dealers surveyed also talked about their vision of the future of showrooms. Below are a few of their responses: » » "With so many older homeowners deciding to stay where they are, accessible features are becoming a 'must have' instead of a wish item." » » "Showrooms will get smaller and take advantage of digital tools and marketing." » » "I see the tactile experience con- tinuing to be a way in which folks decide which products come home with them. Online research goes pretty far, but items for the home need the 'in-person' experience and perhaps a good salesper- son relationship to confrm what they're fnding online – to feel con- fdence in narrowing down what all the online reviews are saying." » » "Kitchen design will become more personalized. Design-driven sales will become less reliant on show- rooms. High-end customers will continue to visit design center showrooms for the ambiance and to see the latest features. Mid- range sales will continue to be a mix based on whether a customer is more interested in design or price. Price-driven sales will likely go to home centers and IKEA." » » "Showrooms are going to have to balance keeping up with technol- ogy trends, while at the same time accentuating the personal cus- tomer service that sets them apart from the host of on-line retailers and 'design yourself' options." 6 MOST POPULAR SHOWROOM MARKETING TOOLS 5 PRODUCTS SHOWROOMS CARRY 2011 2015 Kitchen Cabinets 94% 95% Cabinet Hardware 93% 92% Countertop Surfacing Materials 94% 91% Bath Vanities 92% 88% Cabinetry (Other Rooms) 82% 80% Kitchen Sinks/Faucets 81% 76% Interior Fittings/Storage Aids/Closet Systems 70% 71% Bath Sinks/Lavs/Faucets 75% 66% Specialty Lighting 50% 55% Bath Hardware/Accessories 57% 53% Kitchen Accessories 47% 51% Flooring 55% 51% Shower & Tub Enclosures 38% 38% Bath Tubs/Fixtures/Fittings 40% 35% Kitchen Ventilation 39% 33% Kitchen Appliances 44% 32% Showers/Spas/Steambaths/Saunas 28% 26% Bath Heating Ventilation 29% 26% Soaking/Jetted Tubs 30% 25% Source: RICKI Web site 96% Houzz 81% Facebook 79% Print Ads 69% LinkedIn 69% Texting 61% Online ads 47% Home Shows 43% Pinterest 42% Blogs/Forums 37% Email Campaigns 37% Trade Shows 34% Paid Online Search 30% Enewsletters 28% TVAds 25% YouTube 25% Twitter 25% Source: RICKI