SHOWROOMS: WORTH THE INVESTMENT?

Why did you decide to invest in a showroom after so many years in business and with such an already strong brand in Canberra?
At the time we were trading out of two retail outlets, one in north and one in south Canberra. Managing two showrooms was always a juggle with staff, rent and the fact that we were getting good customer traffic in both areas. When we learned of the new nearby expressway being built, we thought it was an ideal time to create one “Super Showroom” that was more accessible to the whole region.

Was it worth the investment?
Undoubtedly! We’ve had huge growth and one of the main reasons has been our showroom. Saturday traffic is unbelievable: 15 couples looking at one time. We now have eight staff working on a Saturday.

We initially employed two people from an interior design company and they project managed the whole project. They created what they called “pods” that showcased different products. Our customers now love the “touch and feel” experience of products. They can push a button and watch the blinds go up and down, and so on.

Have you noticed a difference in the way customers behave?
Certainly; we’ve noticed a difference in our average dollar spend. We have also noticed customers are buying more products from our range. Being able to have them on display with all the “bells and whistles” has meant a much easier upsell to nicer fabrics, or motorisation for instance.

If you had to do it again, what would you differently?
Make it bigger! In time we may even do that. We are constantly updating our showroom and introducing new products. When we notice products becoming more popular, we focus on them. For instances curtains are currently a huge growth area in the market.

How has the new concept changed how customers act in the showroom?
The biggest change has been the time people spend. It used to be 15 minutes… book in an in-house quote and leave. Now it can be up to an hour, because there is so much more to see. It’s “touchy feely” for our clients. It’s life size and they can touch and operate everything we have in the showroom.

How has it changed your team in the showroom?
Our showroom team has grown and culturally changed. Our team are prouder of their work space. Because we increased traffic and the time customers spend, we lost a few staff as they felt their position changed.

You’ve been a founding member of Fashionline, what do you get out of it after almost 30 years?
The ability to network and talk to other people within our industry. Rather that sit out on a limb as an independent manufacturer in my own region, I get to talk to other independent manufacturers from around Australia. I always come away with fresh ideas.