The growth of every business venture goes hand in hand with a continuous revision of the approach to the methods of display and promotion of products and services. The same goes for the WIŚNIOWSKI brand, which takes advantage of a revolutionary approach to the subject. The new showrooms, which have opened in Sadowa near Łomianki and Ruda Śląska, are so much more than a sophisticated display of doors, gates and fences. Each showroom boasts over 1000 m2 of highly functional and fully usable exhibition space.
Showrooms for special assignments
How does it work? The entire showroom is an exhibition floor. Starting with the outdoor area dominated by fences, to the interior design focused on functionality, and the products used each day as the regular trim and finish of the showroom. Customers have access to all areas, including the warehouse, where large industrial doors and gates are on display. Apart from fulfilling exhibition and storage functions, each showroom is a state-of-the-art conference and training centre which every booming business is in need of. From now on, the WIŚNIOWSKI business partners will have the entire display of brand products at hand.
The showroom sites have not been chosen by accident. Silesia and Mazovia are regions where the construction business is very active. However, their distance from the WIŚNIOWSKI production plants makes it difficult for the customers to directly interact with the manufacturer. The showrooms are intended to solve this problem and convince the customers that WIŚNIOWSKI is indeed a next-door company. The intended message is that WIŚNIOWSKI understands the nuances of the local market and is able to deliver the most suitable solutions. This project offers many opportunities for the future. The aim is to open further showrooms both in Poland and across Europe.
The showrooms also play an important role in professional knowledge sharing. On the local level, each showroom will be a hub for the distributors to learn about new products by WIŚNIOWSKI. The exhibition floors will reduce the training life cycle and make it easier to attain up-to-date knowledge. The technical facilities and open spaces will enable trade shows and workshops for the sales force and product installers to be held there. The showrooms will draw local businessmen, investors, and media. These actions are what builds the recognition of the WIŚNIOWSKI brand and associates it with quality products.
Sensory marketing, or multi-sensual experience
Charles Spence, a professor of experimental psychology at the Oxford University, claims that many brands seek the ways to transport the customers who are in public spaces, to home spaces that are personalized and have intimate associations. The design concept of the showrooms displays a more personal approach to the customers by building a space where they feel at home. The WIŚNIOWSKI showrooms are the essence of sensory marketing, a discipline which is based on the experience and emotions of customers generated by certain processes, the most critical of which are sensual, emotional, cognitive, behavioural, and relational ones. The sensory experience and the inviting atmosphere at the showrooms build positive associations with the venue and the brand. Nothing convinces a customer better than products arranged in a clean and well-designed space.
Nothing will persuade a customer better than an opportunity to see, touch, and feel the product.
Where did the idea for implementing a new sales model in the construction industry come from?
Marketing communication is dynamic, because customer expectations and the brand image as perceived by the customers change in a dynamic way. Customers are the priority of business undertakings and stimulate innovation. In the age of individualization of societies, the standard tools of PR, advertising or sales promotion simply do not cut it. Businessmen have been looking for increasingly sophisticated strategies that are focused on forming and reinforcing positive relations with the customer. The solution that is being born is the concept of sensory marketing and its opportunities for forming the decision-making processes of buyers. This is why the indoor space of the showrooms has been designed to trigger as many senses as possible. All sensations that a customer perceives are individually processed in a way unique to that person and create a specific mood that governs the customer’s behaviour in the subsequent steps of the buying process. A consistent concept of building the atmosphere at the location is the translation of the emotional state of the customer who finds the showroom space attractive. The interior and the exterior of the showroom, its size, colour patterns, and product structures are a source of information which becomes a mute seller of the showcased range.
A consumer who feels good at the sales point is more likely to make spontaneous buying decisions, and to make repeat visits. Given that each customer has a specific (unique) system of reference and perception, it was a priority to build neutral spaces that would help arrange the display as required by individual products. Style-wise, the showroom refers to modern minimalism, the defining feature of the company’s head office located in Wielogłowy near Nowy Sącz. Both the interior and the exterior have been designed to generate specific sensations that are intended to be translated into a buying decision. The display of the fence products in the open air lets prospective buyers see the products in the condition most approximate to the presumed installation site. The controlled and comfortable conditions of the showroom facilitate effective demonstration of product models that present the details of technical olutions in action. This aspect is important; the competitive advantage of WIŚNIOWSKI relies on innovative engineering.
The sales closure does not only hinge on the product range or pricing; more and more often, it is about the ambiance of the point of sales. Aside form the carefully-designed interiors, the showrooms in Sadowa and Ruda Śląska provide exceptional customer care. According to the principles of sensory marketing, customers can experience the products, examine, touch and use them. By this feature we lend our customers the value and identity of the brand on a deeper, more individualized level to improve the company image and make it last in the mind of the customers.
Author: Magdalena WOŹNIAK