Making moves in marketing and merchandising

NORMAN

Norman’s take on retail marketing and merchandising draws on a range of approaches, from digital solutions to brand partnerships and compelling customer journeys.

“In today’s digital era, most Australian consumers initiate their purchasing journey online, utilising search engines or engaging with brands they have seen promoted on social media platforms through influencers or advertisements,” according to Giorgia English, Marketing Manager at Norman. 

The company says digital marketing has proven to be one of the most effective marketing channels for reaching consumers, offering precise targeting and measurable results. 

“To further leverage this channel, building trust through strategies like partnering with a brand ambassador can help convert this audience and move them through the buying process. A brand ambassador also introduces an additional marketing channel by tapping into their engaged audience, which is why Norman has partnered with Catriona Rowntree to amplify reach, build trust, and drive confident purchasing decisions.”

“Digital marketing transformed the way window furnishings are sold,” English adds.

“The sale of window furnishings has shifted dramatically with the rise of digital marketing, moving away from traditional reliance on in-store product information to a self-directed, online-driven journey. Consumers now use digital channels to research, compare, and evaluate options independently, often before engaging directly with a retailer. Digital marketing enables precise targeting and analytics, ensuring advertising reaches the right audience while refining strategies and delivering personalised messages that drive conversions. Online reviews and testimonials have become pivotal in building trust and influencing decisions, highlighting the importance of exceptional customer service.” 

Creating a strong connection with customers from the outset of their purchasing journey is vital in the competitive window furnishings market.  

“Branding is one of the key influences in creating this connection, as it helps establish trust and credibility – particularly in a market where consumers are often making significant investments in products that will be in their homes for many years. Choosing the right product that combines quality, durability, and style is critical for consumers, making trust in the brand essential. One effective branding strategy is partnering with a brand ambassador to enhance the brand’s reach and relatability. At Norman, our partnership with Catriona Rowntree allows us to connect with consumers through her trusted reputation and authentic use of our products. This approach not only differentiates our offerings but also builds a deeper emotional connection with consumers, fostering loyalty and confidence in a crowded market.”

“At Norman, we empower our retail partners with premium merchandising solutions, such as industry-leading sample bags and display towers, which allow customers to see, touch, and experience the quality of our products while exploring a wide array of colours, materials, and functional features. With such a comprehensive product range, showcasing every option in a retail store alone would be impossible. To bridge this gap, we’ve developed digital tools that extend the showroom experience, giving consumers access to the full breadth of options. Our website serves as a virtual showroom, providing detailed product information and featuring the exclusive Catriona Rowntree house tour series. This series not only demonstrates how our products look and perform in real-life settings but also includes customer testimonials that build trust. By seamlessly integrating physical and digital tools, we’ve created a highly effective system for helping consumers make confident, informed decisions.”

Balancing functionality with aesthetics in merchandising is crucial in the window furnishings market, as consumers look for products that are both practical and visually appealing – and Norman is no exception. 

“Our sampling bags are designed to showcase fabric colours, textures, and styles while incorporating QR codes that link to videos demonstrating functional features, such as our extensive range of lift systems. In retail showrooms, carefully curating display products with trending, visually engaging colours and textures is essential to capturing attention. These displays also allow consumers to experience the product’s quality and ease of use firsthand. This thoughtful combination of functionality and aesthetics ensures that merchandising appeals to both the practical and emotional aspects of the buying journey, helping consumers confidently make informed choices.”

Somfy

Somfy remains dedicated to investing in the industry through its Somfy Expert Retail Partnership Program. This supports engaging point-of-sale (POS) displays and annual showroom allowances to keep retailers up to date with the latest innovations including the new interior Smart Shading solution, featuring Zigbee 3.0 technology.

With a strong omni-channel marketing strategy, Somfy takes a customer-centric approach that enhances the entire customer journey. 

“The most effective way to sell motorisation is to experience it firsthand. With a multitude of control options, providing the customer with their control of choice and allowing them to effortlessly move a blind, curtain or awning is unbeatable,” says Kim Henretty, Marketing Manager for Somfy Oceania.

“We collaborate closely with our Somfy Expert Partners to ensure their showrooms feature working motorised displays across the full range of products. This allows end users to see firsthand how effortless, convenient, and transformative motorisation can be.”

Henretty adds, “It’s essential for us to not only showcase our motors in showrooms but also to provide our range of remote controls, the TaHoma switch, and voice control solutions. These elements capture customer attention and effectively demonstrate the benefits of Somfy solutions for their homes.”

National Retail Manager Jordan Smith emphasises the importance of showroom materials in strengthening brand presence. “POS materials and showroom displays enhance Somfy’s brand awareness and reinforce our retailers’ credibility through Somfy Expert branding.

“These materials are crucial in helping our retailers merchandise our solutions and demonstrate key motor benefits, such as noise levels and speed. They also play a vital role in fostering consumer trust through an engaging and interactive retail experience,” Smith explains. The latest generation of Somfy Expert POS materials features the complete comfort-driven ecosystem, including TaHoma switch, demonstrating the seamless experience consumers can expect.  

In alignment with its omni-channel  approach, Somfy integrates QR codes into its POS materials, directing customers to somfy.com.au. This ensures the brand remains top of mind and provides end users instant access to essential product information.

“Through our national lead generation campaign, we’ve found that the research phase of the customer journey continues to be predominantly online,” Henretty notes.

“With end users increasingly relying on digital tools to inform their purchasing decisions, we’ve prioritised the digitisation of our user guides and resources.” The online experience also includes videos and a virtual showroom experience to further explore motorised products and experience remote, voice, and app control functionalities anytime from home, work or on the go.