Showroom marketing tips and tricks
Opening up a bricks-and-mortar retail showroom can be a daunting process largely due to the many challenges facing businesses, from rising energy bills to the growth of online shopping. However, a physical retail showroom can offer customers experiences beyond the possibilities of online channels. So, how can brands market their showrooms and drive footfall into stores?
The benefits of physical stores
There is no denying that online shopping is increasingly popular, partly owing to its convenience. People lead busy lives and digital shopping channels mean that products and services are a mere click away. However, even in the digital age, there is still a place for physical stores so it is very important to get your showroom marketing right.
Research by KPMG suggests that the main reason people prefer to shop in-store is that they want to see, experience and test products before buying. Arguably, this is especially true for a premium brand, where customers want an elevated shopping experience and where provenance, innovation and quality are not always visible or apparent online, as products cannot be tried or tested.
Image credit: Sky-Frame which opened in Clerkenwell in 2020
Experiential showrooms and in-person events
In the digital age and a post-Covid world, with more people working and shopping from home, businesses need to create a compelling reason for their customers to visit a physical store. It is likely that stores will continue to transition from just points of sale to more experiential environments, offering customers an experience beyond the possibilities of those offered by online channels.
Sandford supported the opening of bathroom brassware brand, Coalbrook’s, first physical store, The Market Building, in 2021. Created by interior architects, Holloway Li, The Market Building is an experience-led showroom in the heart of Clerkenwell.
Featuring industrial chimneys, and ghostly casts of Victorian bathroom wall panels which glow like furnaces and chainmail curtains, this showroom not only showcases Coalbrook products but also brings its history and narrative to life, immersing visitors into the Coalbrook brand.
Image credit: Nicholas Worley for Coalbrook
Another way to attract more customers to a store is by hosting in-person events and thereby giving customers a compelling reason to visit the showroom on a particular date and time.
Recently, we supported our client Bolon UK, who hosted a sustainability evening during the London Design Festival with their Head of Sustainability and Co-Founder of Greenpeace, Hakan Nordin. We secured a Chair for the discussion, Managing Editor of Mix Interiors and helped to promote the evening ahead of the event. It was a thought-provoking discussion which was well-attended by key architecture and design professionals. Read more about it in the October issue of Mix Interiors here (page 118).
Brands need to use their digital platforms to drive footfall
Now, more than ever, businesses need to utilise their digital platforms to support the marketing of their physical retail spaces. Businesses need to build a strong social media presence and develop a marketing strategy to promote their showroom and drive traffic to the store.
When Parkside launched their showroom in the heart of Clerkenwell a few years ago, we created a dedicated campaign plan including both PR and digital activities, tile-making workshops and a social media partnership with architects, Feix and Merlin, to create video content.
Image credit: Parkside Architectural Tiles
On Instagram, businesses can use Stories and Reels to show what value-add you can get in store, providing Q&A opportunities and outlining their opening plans in videos and stills, all highlighting why in-person is just as good or better.
You can even create simple lead-gen forms through the “Get a quote” sticker to capture data and open discussion with potential customers wanting to come into the store to see you.
LinkedIn is an important platform for connecting with key audiences and networking with industry influencers. Consider advertising on these platforms to boost the reach of your posts too. Why not demonstrate in-store knowledge by creating videos featuring staff talking in the showroom about particular products, and features of services?
SEO can also be of huge benefit to brands with a bricks-and-mortar store. SEO can increase your online visibility and improve discoverability converting online searches into in-store visits. Make sure you are listed using Google My Business so that people can find you immediately when searching too.
An alignment of the in-store and online marketing strategies will be key for retailers, and a cohesive marketing plan can ensure that all elements of the online and offline brand experience are aligned.
Public relations
PR is a valuable tool for promoting your showroom and driving footfall into the store. Writing a press release and drawing out the narrative of your showroom’s USP, before issuing it to key target journalists can help put your store on the map.
It is important to consider the media angle and why the showroom is interesting to journalists and to your target audience, so we work with clients to hone this when developing our pitch. Developing strong press contacts is equally important - a good PR will make sure they have the right journalists on their media list.
At Sandford, we are experienced in launching and promoting showrooms for brands within the architecture and design sectors and are well-positioned to set up showroom briefings with key industry influencers and opinion formers.
Collaborations and partnerships
Collaborating with a brand with a shared synergy can help to drive footfall into stores. Customers are more likely to visit physical stores if they feel that they have something interesting and unique to offer. Collaborating with a company that offers a different type of product means that you can broaden the product offering, making it more likely that people will make the journey into the store. Coalbrook’s The Market Building is a great example of this, as they have several well-known brands all in one space including Phos, Menu and their sister brand, Bard and Brazier.
Image: Coalbrook at The Market Building for CDW 2022
Local independent businesses can come together to support each other to increase sales, share experiences, and create a community so make sure to get out there and network.
Whilst there are many challenges facing businesses, a physical showroom has many benefits. If you’re a design brand and need help with your showroom marketing, then please get in touch and we’d love to help.
