Hearing
If done correctly, playing music inside the showroom can also be a good idea. Music should fit the overall mood of the room and not be overly loud. Sound systems can also be used to play soundtracks that support the theme of the retail space or product vignette. For example, a soft, Zen-like track played near a relaxing hammock completes the picture of the setting and helps create an experience consumers will remember.
Over six decades of research has shown music to have profound effects on consumers. It has the power to soothe, energize and even change one’s emotional outlook.
Music has immense benefits for customer satisfaction and employee morale. Having some form of background sound can also help with sales, as it allows for multiple presentations to take place at the same time without everyone listening to the other sales pitches.
A common sense way to create a soothing ambiance in an outdoor living store is the use of features that are found outdoors. Water features, for example, provide a natural background sound that also helps set the mood for the showroom as a whole. Water features can also use lights to enhance their appearance. By operating the water features, it also helps the consumer see and hear how that product might fit into their personal backyard oasis.
Family shopping
One of the many ways an outdoor retailer can help the entire family enjoy the shopping experience is to understand the shopping family. Many families like to go out and shop together. This is especially true when considering the products might be used and enjoyed by the family as a whole.
Providing a place for young children to play or watch television can help parents focus on reviewing the products they are interested in. When done correctly, the experience is one the children enjoy as well. This is especially important when considering the goal of the outdoor retailer is to create an ongoing relationship with the customer. If the store experience is one that is easy on the whole family, return trips are more likely to occur, which gives the retailer additional opportunities to sell other complimentary items.
| PARKING LOT EVENTS AND OUTDOOR LIVING |
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| In the hot tub industry, many retailers use their parking lots to hold weekend sales events, which can be a powerful way to create consumer excitement. This reinforces the importance of making sure the parking lot is as pleasant and functional as it can be to help build a memorable experience for customers. A well-executed parking lot event can help create a fun and exciting atmosphere that will encourage consumers to shop and purchase the products they need for their outdoor areas. While advertising can help these types of events succeed, the smell of a running barbecue and the sounds of an outdoor party can also draw in the casual shopper who might be passing by. Having a jumper or some other way to entertain kids is also a sure way to help parents take full advantage of the event and shop without distractions. Outdoor events are not only fun for the whole family, but can truly set a retail location apart by bringing the showroom to the outdoors. Having annual or regular events also helps local customers plan for their purchases. |
Walking a familiar path
For retail store owners who feel their showroom may be ready for a new approach, it is a good idea for owners to travel the path their customers take.
Start with the exterior of the building and parking lot and imagine from the customer’s perspective looking at the showroom for the first time. Does the signage communicate the brand message the way it should? Keep in mind, a showroom needs to function at all levels for the customer and evoke an emotional response.
A well-designed showroom can have a fiscal impact on business. A retail consulting agency found 65 per cent of customers would never visit a showroom again if they had a single bad experience or event, while 71 per cent also said they would not even visit the website after having a negative experience.
This shows there is a direct, long-term link between atmosphere and financial performance. If done correctly, a showroom will evoke an emotional response from consumers that goes beyond the product itself and moves into a long-term relationship with the company and its brand.
Vic Walker is the product design manager at Dimension One Spas, a hot tub manufacturer in Vista, Calif. He has almost 20 years experience as an industrial designer and more than 12 years experience in the pool and hot tub industry where he has been awarded more than 15 patents for his contributions. Victor has provided design support for many of the retail locations for Dimension One Spas. He can be reached via e-mail at vwalker@d1spas.com.
