With the development of trade, its modern directions are acquiring more and more interesting formats. Trade through showrooms (showroom) is one of the types of market relations.
1. What is a showroom in simple terms
Showroom (showroom) allows you to organize a trading process focused on active interaction with the buyer. The benefit for the seller is that the use of show elements in the sales process allows you to lure the client and create a positive image of your business in his mind.
Showroom (show-room) is a term from the English language. Literally means: showroom or showroom. It is written in two variants to choose from: together and with a hyphen.
This sales technique is often used by clothing factories. The format has become the most popular among modern stores of clothing, shoes or accessories. But you can organize a showroom to sell any product.
What unites all the products in the showroom? Usually it is presented from the same brand or combined in the same line of products from several companies.
2. History of showroom trade development
Initially, this format was born among fashion designers. In order to attract a client, they allowed them to take a closer look at their expensive models of clothes, shoes or accessories from the shows. There is even permission to wear and walk around in them for a while. This encourages potential buyers to buy. Customers love this kind of service. Therefore, customers often ordered not only one item, but also other items from the collection.
Later, this idea spread among wholesalers. They, having not received large customers, began to demonstrate their goods directly in their warehouses for ordinary buyers.
After that, the idea was adopted by small retailers from different countries of Europe and the USA, thus creating a new kind of shopping.
In Russia, showroom-type trade formats appeared with a delay of 2 years.
3. What is the difference between a showroom and a store
By putting up his product for sale, the seller increases the interest in his business on the part of buyers. This shopping format began to outperform conventional stores.
- Provide an opportunity for the buyer to have a good look at the product;
- Involve the client in the process of purchasing goods;
- Provide an attentive attitude to the buyer, support conversations on abstract topics;
- Create a cozy atmosphere like a home environment.
The ultimate goal of the showroom is to achieve a level of service that would contribute to a state of relaxation for the client.
The buyer can spend a sufficient amount of time in the clothes of the seller, sit down in it on the couch, drink coffee, leafing through a magazine. Thus, the buyer gets a complete picture of the sensations in the clothes for which he is most often willing to pay. The seller attracts the client by allowing him much more than he can get in a regular store.
Showroom service includes:
- Free movement of the buyer around the room. For example, when trying on clothes;
- Demonstration of piece goods, limited collection;
- Rental of any thing;
- Order a set of the desired size or with a change in color. Creation of an order according to the individual requirements of the client;
- Unlimited time for viewing clothing catalogs on order;
- Free coffee service.
The most effective direction in the clothing business is the merger of the showroom and atelier formats. The atelier service allows any item to be altered to the type of the client’s figure right on the spot. This is another plus in favor of this store format.
4. Advantages of a showroom (showroom)
For the seller, the main advantage of the showroom is that you can rent premises on the outskirts of the city, where the cost per square meter of commercial space is cheaper. And it will have almost no effect on attendance or customer traffic.
5. How to organize a showroom
Usually, unlike a classic store, the showroom (showroom) type of trade format implies a demonstration of not only the product itself, but also the history of the company.
To organize your own showroom (showroom), you will need to buy not only goods, but also themed furniture, recreate elements of the corporate identity of the brand planned for demonstration in the interior.
6. Prospects for a showroom in Russia
The showroom sales format has rather high chances for development in Russia.
Some elite showrooms in Moscow show only expensive goods, and sales are made to order. And since it is necessary to allocate a lot of time for one client, before visiting such an outlet, the buyer must first sign up for a certain time.
Demonstrating your product in this format is relevant for novice fashion designers and designers. If you plan to resell the finished product when opening a business, then this type of trading is ideal for starting.
It can also be a closed club focused on the return of regular customers.
In general, interest in showrooms in Russia is growing. This is a promising direction for business.