By employing strategic showroom design, business owners can create an engaging environment that not only attracts customers but also drives higher sales and revenue. When customers walk into a well-designed showroom that is inviting, organized, and visually appealing, they are more likely to feel comfortable and engaged. This positive environment encourages them to spend more time exploring the products, thereby increasing the likelihood of making a purchase.  

For Bullfrog Spas dealers looking for specific advice on how to strategically layout their showroom floors, please refer to the Power Per Square Foot guide found in the Dealer Media Library. This invaluable resource provides in-depth insights on optimizing every aspect of your showroom, from the entrance area that sets the first impression to the testing zones where customers can experience the product firsthand. It also covers effective design strategies for closing areas, ensuring a smooth transition from demonstration to purchase. By following the guide, dealers can enhance the overall customer experience, making their showroom more inviting and efficient, which ultimately leads to increased sales and revenue.

Goals of a Showroom  

The overall showroom experience, from the entrance to the closing area, should be designed to build trust and make customers feel confident in their decision to invest in a high-quality hot tub. By building a sense of trust and rapport with customers, sales associates can more effectively address any concerns or objections and guide them towards a purchase. 

As soon as a customer walks through the door, they begin forming an impression of the business. A well-thought-out showroom can immediately convey a sense of professionalism, quality, and trustworthiness. According to Kristy Sabey, Bullfrog Spas’ Retail Merchandising Specialist, “A showroom space makes an immediate impression and it tells a story about who we are as a company, who you are as a business and what quality your products are before your salesperson can even say anything.”  

A well-designed, clean, and organized showroom immediately communicates that the dealer is serious about their products and services. Attention to detail, such as well-maintained displays, clear signage, and a welcoming ambiance, reflects the dealer’s commitment to excellence. When customers walk into a showroom with sleek, contemporary displays, they perceive the business as forward-thinking and committed to providing the best products and experiences. This level of professionalism and commitment reassures customers that they are dealing with a reputable business that values their experience and satisfaction.  

A sense of trust is crucial when asking customers to part with a large sum of money for a luxury item like a Bullfrog Spa. Modern displays that effectively highlight the unique features and benefits of each hot tub model help customers feel confident in their choice, knowing they are investing in a high-quality product from a reputable dealer. This ultimately leads to increased sales and customer satisfaction, as the enhanced showroom experience aligns with the perceived value of the spas on offer. 

Why Displaying Brand Identity Is Important 

When customers walk into a showroom and see familiar logos and branded merchandise, it immediately conveys a sense of credibility and reliability. This recognition reassures customers that they are dealing with a reputable dealer associated with a well-known and trusted brand. It also taps into the emotional connection and loyalty customers may already have with the brand, making them more likely to consider purchasing from that dealer. Kristy described how this emotional connection can be established saying, “I like to use an example where if you pick your favorite store as a chain or you pick your favorite store that has multiple locations that when you go in there are elements that create familiarity to you and make you feel comforted. For example, if you walk into a Starbucks you know where you are at because there are elements that are the same.”  

In a market where multiple dealers may offer similar products, the presence of brand-specific displays, merchandise, and promotional materials can set a dealership apart. It signifies a direct and authentic connection with the brand, suggesting that the dealer has access to exclusive products, special promotions, and in-depth product knowledge. Furthermore, consistent exposure to the brand’s imagery and messaging reinforces the brand’s presence in the customer’s mind. Over time, this creates a strong brand identity that customers can easily recognize and trust.  

Keep in mind that many customers begin their journey online, researching products and familiarizing themselves with brands before visiting a showroom. In fact, many customers have already designed their ideal Bullfrog Spa online and are merely coming into the store to experience the product in person before finalizing their purchase. When they encounter the same brand logos, colors, and messages in-store that they saw online, it creates a seamless and reassuring experience. According to Jake Ricks, Bullfrog Spas’ Vice President of Marketing and Consumer Experience, “We know that roughly 80 to 90 percent of people have been online and shopped hot tubs before they even set foot in your showroom. If they have experienced the brand one way online, it’s your showroom’s goal to continue that experience in an aligned way, in a way that is a satisfying next step in that customer journey.”  By creating a familiar and trustworthy environment, businessowners can attract more customers, build loyalty, and ultimately drive sales. 

Creating a Peaceful Environment 

A showroom should be a sanctuary that evokes a sense of peace and relaxation, mirroring the very essence of the products on display. To achieve this, a showroom must be designed thoughtfully, with appealing displays that not only showcase the spas but also create a sense of excitement and creativity. These displays should include elements that allow customers to visualize what a hot tub would look like in their own backyard. Adding accessories such as towel racks, plants, chairs, and benches can help create a more realistic and inviting setting, making it easier for customers to imagine the hot tub as part of their own outdoor oasis.

Kristy also stated that when she decides what kind of elements to add next to a spa in a showroom she puts herself in the place of the customer saying, “When I’m thinking about creating my space at home, and I’m shopping for thinks like patio furniture or in this case a spa, I want to imagine what that looks like in my life or in my backyard. And similarly to people who go online to get ideas on what their space could look like we kind of wanted to create some inspiration that made people feel excited about having a really beautiful spa in their backyard.” 

Showroom layouts should start with a decompression zone at the front entrance. This area allows guests to take in their surroundings, feel welcomed, and prepare for the shopping experience without feeling overwhelmed. The decompression zone acts as a buffer between the outside world and the serene environment of the showroom, helping customers transition smoothly and setting the tone for their visit. From there customers should be guided through the showroom in a logical and flowing manner, starting with the most luxurious spas closest to the entrance. This strategic placement helps to set a high standard from the beginning and allows customers to appreciate the premium options available. The positioning of these high-end models near the entrance ensures that customers are immediately impressed by the quality and luxury that the dealership offers. 

It is also important to consider that many customers prefer to wander through a showroom, looking at and considering all the options a business offers. As a result, spacious aisles are essential in providing them with the freedom to move and browse comfortably, without feeling cramped or rushed. Wide walkways allow customers to explore different models at their own pace, comparing features and aesthetics without any physical constraints. This sense of space not only enhances the overall shopping experience but also encourages customers to spend more time in the showroom, increasing the likelihood of a purchase.  

Lastly, remember that the closing area of the showroom is just as important as the displays and layout. The closing area should be equipped with all the necessary tools and information to help customers make informed decisions. It should also be clean, comfortable, and inviting, encouraging customers to stay and finalize their purchase. Consider adding a fridge with drinks and comfortable seating to make the area more hospitable.

A well-designed closing area also reduces the chances of customers stepping out and reconsidering their purchase, thereby increasing the likelihood of closing the sale. The goal is to create an environment where customers feel relaxed and have no reason to leave once they reach this stage. 

Ultimately, by incorporating appealing displays that inspire excitement and creativity, and by ensuring a comfortable and inviting space throughout, dealers can enhance the customer experience and drive sales. A well-thought-out showroom design not only showcases the products effectively but also builds trust and confidence in the brand, ultimately leading to higher customer satisfaction and increased revenue. 

What can you do today?  

While designing or redesigning an entire showroom may seem daunting, there are small, yet impactful updates business owners can make to their showrooms that can significantly enhance the customer experience and boost sales. Here are a few quick updates you can easily implement:  

  • Clean and organize the closing area: Add comfortable seating, a fridge with refreshments, and organize product brochures. 
  • Update showroom imagery: Replace old graphics with new SEGs and high-quality images of the latest models. Bullfrog Spas dealers can find these updated items on the dealer website. 
  • Incorporate branded accessories: Add Bullfrog Spas-themed towels and other branded items to reinforce brand identity. 
  • Create thematic vignettes: Design small, themed displays with plants, outdoor furniture, and decorative items to inspire customers. This does not need to be completed all at once but can be done section by section. 

By making these small but impactful changes, you can create a more inviting and effective showroom environment. Not only will these updates enhance the overall customer experience, but they will also help increase sales by making it easier for customers to visualize the value and appeal of Bullfrog Spas in their own backyards. Remember, the goal is to create a space that is both aesthetically pleasing and functional, providing customers with a seamless and enjoyable shopping experience.