Every Woodpecker retailer is important and we truly value having you on board. We’re here to help create a fruitful relationship by providing each and every one of you with premium service and expertise to ensure your business continues to succeed. Through experience, we know that a great showroom can make all the difference, it creates a lasting impression as well as inspiring visitors. But what makes a great showroom? See our top tips below…

1.) Be visible on internet searches

As the internet provides consumers with a wealth of information at their fingertips, they’re becoming increasingly familiar with products and services and the majority of the time, they know exactly what they want and when they want it. Therefore, it’s imperative that you have a presence online. For example, if a user searches ‘wood floors near me’ then you want your local customers to find you straight away.

Setting up a business listing is straightforward, consider Google, Facebook and Yelp etc to get the ball rolling. Remember to include as many details as possible as this may be your only opportunity to attract the consumer to your showroom. These details may include:

• Name, address and phone number. (These should be the same contact details that are listed on your website)
• Business hours. Remember to update these on bank holidays particularly if you are open
• Reviews – Google favours reviews as it deems the business legitimate. Consumer’s are also more likely to purchase from a company with reviews, particularly positive ones.
• Photos and videos – consumers want to see the products you have on display and they want to see your facilities. If you’ve got a showroom to shout about, why not show the world!

By listing your company and being visible, you’re more likely to drive traffic to your showroom and website. As a result, your sales may potentially grow further. Here’s an example of what good looks… which one do you think your customers would visit?

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2.) Employ and train staff who obsess over customer service

With access to the wealth of information on the internet customers are often well informed by the time they visit your showroom. Therefore it’s imperative that your staff are well trained and have the necessary knowledge and training to secure the sale. Jim Rohn once said, “If you make a sale, you can make a living. If you make an investment of time and good service in a customer, you can make a fortune.” 

Every staff member should be an expert in selling wood flooring to give the consumer the confidence and the satisfaction of knowing they’re are getting the best advice and service. Train your staff to serve the consumer how they would want to be served.

Nick Stagge, VP of marketing at ExpertVoice, shares his thoughts in best practice. He says that, in order to effectively get your staff to drive sales, you need to:

1. Hire sales people that are passionate and knowledgeable about the products you sell. This takes a large commitment to the interviewing and hiring process, but the value cannot be overstated.
2. Train those salespeople to create great buying experiences with every customer. Most retailers train their team to close out the register, stock shelves, and keep the floor clean. It is more important they teach their team how to identify a customer’s needs and wants, match those needs to a selection of products, and show them the value in their options.
3. Empower your sales people to interact with your customers — don’t overwhelm them with housekeeping projects, let them put your customers first. Set the expectation that customers come first, always.

3.) Promote Sustainability

In the ever-increasing exposure of ‘climate emergency’ and ‘saving the planet’ consumers are eager to make a personal difference and do the right thing.

If you can prove that your floors are sourced sustainably, your story will resonate with a growing percentage of the population that want to give back and be more responsible.

At Woodpecker, we value sustainability and only source wood from responsibly managed forests. All of our wood floors are FSC certified and this is something we truly value.

4.) Effective Point of Sale (POS)

When the consumer visits your showroom, first impressions count. Here’s some things you can do to ensure you make an impact:

• Invest in POS that looks smart and improves the aesthetics of your showroom
• Ensure it’s up to date with latest catalogues and products
• Partner with a brand that will work with you to transform your showroom and provide POS that is fit for purpose
• Display stands that make it easy for the customer to view samples and browse each range

5.) Clear Visuals – Make It Easy For The Customer To Find Information

Graphics, infographics and pictures are key to making your products really sell themselves.

Vend Limited provide excellent guidance:

• Make your displays multidimensional by varying their visual elements. Add height, color, or depth whenever possible.
• Have a focal point so people know which items or details to focus on. Displays that are too busy or distracting will just overwhelm your customers.
• Make them useful or interactive. Help people see your products in action. Create displays that show your products in use or allow shoppers to try them out.
• Keep things neat and tidy. An organized space doesn’t just look good, it also allows customers to find what they need faster, thus aiding the buying experience.
• Display your best products front and centre. As Piero Ferrari, a customer service representative at Premise LED Inc., says, it’s ideas to “always have a display of your best products at the store entrance, regardless of price.” According to him, doing so “communicates what you are capable of and it’s a great conversation starter for the staff.”

6.) Stay Up To Date With Trends and Keep Your Displays Relevant

Now you’ve got a great looking showroom, is it relevant? In order to keep driving traffic its important to stay up to date with the latest trends and seasons. This will influence which point of sale you require and how you display your products.

“My top tip is to be relevant,” says Karl McKeever, Founder and Managing Director at Visual Thinking. “Refresh key in-store displays regularly to reflect what’s happening seasonally and locally to connect better with shopper needs.” In other words, don’t let seasons and events pass your store by. Put special occasions and shopping dates on your calendar, then plan for them well in advance. What will your store look like around Mother’s Day? What about Halloween or the holiday season?

Plan out your window display and merchandising initiatives to the tee. Having relevant signage can also help drive sales. As the holiday shopping sprees approach, set up big, obvious signs to remind customers to go shopping for the occasion.

7.) Make Customers Feel Safe

As with any retail showroom, these environments are designed for customers to touch, try and browse your products. Since the inception of COVID-19, some customers are hesitant to visit places of high footfall. Therefore, it’s more important than ever to instil confidence that your showroom is a safe and clean environment.

Communicate the measures you’re taking to keep customers safe. Adding a section on safety and cleanliness to your website and posting regular updates on social media is a fast and efficient way of communicating this.

8.) Share Your Story

There’s no shortage of platforms that you can communicate to customers. Tell them your story: who you are, where you’ve come from, what your selling, the benefits of dealing with you, the highs and lows of your journey… someone somewhere will resonate with your story and be inspired to visit you.

Local customers will come to know and recommend you particularly if you are an independent company. If you’ve got a great showroom, you have great staff and a great customer service – then tell the world! Be proud of what you’ve achieved and share it.