Visual merchandising update

BLINDS BY PETER MEYER

Like many window furnishing businesses, Blinds by Peter Meyer has benefited from a boost to sales during Covid-19. Booming business brought challenges however, says Managing Director Simon Meyer, who confirms an unexpectedly busy showroom ultimately triggered a major investment in the development of a virtual showroom. 

“We have certainly seen an increase in business throughout 2020 as has most of our industry, but with it have come challenges. Our trade showroom has become busy, with the general public wanting to come in and see our products to help with their selection process. We have had to make our showroom by appointment only to ensure adequate social distancing and cleaning down between customers.”

“Not all Blinds by Peter Meyer dealers have the space to display our entire range, and we ourselves don’t have enough space to show everything we manufacture and distribute,” he says. “The decision to invest in a virtual showroom came about as our customer service team were having to take time away from their normal duties to run through products in the showroom multiple times a day and our business isn’t structured for this. As a trade manufacturer, we pass on leads we generate to our dealers and have never focused on trying to increase foot traffic in our showroom, however, with the increase in volume, we had to alter our approach. Blinds by Peter Meyer was structured to take leads generated in our showroom and send them on to our trusted dealers throughout Australia. We have seen about a 300% increase in showroom traffic this year on top of similar growth in online lead generation; once the general public has seen the quality and depth of range of the Blinds by Peter Meyer offering, it’s generally a converted sale for our dealers.”

The company is using its new Virtual Showroom to help with general retail enquiries but also to help encourage new dealers throughout Australia. “If you are a retailer in QLD, VIC, WA, NT, SA, TAS or even remote NSW and want to sell our range but find it hard to take time out to visit our showroom, we can now do virtual product training,” he says. “Personalised one on one training allows the business to focus on key product lines its retailer partners are interested in adding to their offering. We have an extensive range that we manufacture and import, encompassing Silent Gliss tracking solutions and soon to be roller blinds; extensive outdoor awnings and roofing systems from Weinor; as well as a diverse range of internal products. Our aim with the virtual showroom is to offer a new way to help our dealers set themselves apart from the competition.”

The virtual showroom has been a major project for the company. Blinds by Peter Meyer engaged a production company to film, over three days, all the products in its showroom. The project also required the services of a 360 degree photographer who came and took photos of every angle of the inside and outside of the company’s building. 

“The result was 67 different videos that then needed to be edited and finally uploaded to YouTube to be embedded into the Virtual Tour. The whole process took about a week but the finishing touches and editing took the balance of six months.”

The result is that clients can simply navigate through the Virtual Tour by clicking on arrows, making for seamless movement in and around the product on display. Each product is highlighted with a “hotspot” that, when clicked, opens up a contents box with a snapshot of technical information such as minimums and maximums, along with a link back to further information on the main website. 

“You can then click on a video showing you that specific product in operation in our showroom. With 67 different products on display, there is now a wealth of information at users’ fingertips. Each video and the showroom is shot in super high definition, lending it a very lifelike look and feel.”

“The result is that Blinds by Peter Meyer Dealers can convert sales onsite when measuring by showing customers the exact product in video form as well as answering any technical questions by clicking on the ‘hotspots’.”

“With interstate travel still limited and many companies still feeling wary of reps visiting, this is the perfect way for our retail partners to ensure they keep adding new Blinds by Peter Meyer, Weinor and Silent Gliss products to their range, as well as being able to sell with confidence thanks to proper product training.”

NORMAN

Norman leverages state-of-the-art showroom facilities and in home technology to showcase its shutter programs and extensive range of custom-made blinds and shades.

“Products don’t always sell themselves and need to be displayed and demonstrated to help convert a sale,” says Norman Australia Marketing Manager Steve Payne. “Apart from a customer relying on the expertise of a representative, they also expect to see how a product works, how it will look in their home and importantly what choices are available for matching to their home’s decor and design.”

“A showroom needs to look professional and have samples on hand to demonstrate a product’s options when a customer visits. However, many in our industry rely on a representative visiting a home, so that has to be supported with professional and functional sampling and photography when demonstrating in-home.” 

“Norman’s display towers offer our Retail Partners an affordable and functional merchandising option for use in showrooms,” he says. “When it comes to presenting in a customer’s home, the individual sample bags come into their own. Norman sampling provides a simple and stylish look with a huge choice of colours, textures, opacities and options. The Norman range of displays and sampling are also fully rebatable, so what gets invested can be returned, making this unbeatable value.” 

“Merchandising samples are great tools that not only allow a retailer to showcase products, but also show a customer that the retailer is professional and equipped to solve their window furnishing needs. Sampling should contain professionally produced photography booklets, which show finished products in real life environments, allowing the customer to visualise the finished product in their own home. Throughout Norman’s sampling are QR codes that can be easily scanned with a phone and show either a short video clip showcasing a particular feature or even dimensions on a shutter frame template, for when tricky situations arise.”

“To support Retail Partners, Norman has a range of showroom display stands that can be ordered online through its ordering portal. We also offer sample bags and hand samples professionally produced with branding to reinforce the retailer’s connection with the Norman brand. The showroom display stands can be used to display any of Norman’s product range and are available with plaques. Each sample bag showcases the product and the options available.” 

“As with all Norman products, the foundational values of quality, range, and trouble-free functionality are key elements in the design and production of the sampling, photography and display stand programs.”