Interactive and Inspirational
The new Ferguson showroom in Atlanta’s Buckhead neighborhood boasts more than just an abundance of floor space; the nearby upscale shops and the frequent foot traffic help bring in more clientele looking for high-end kitchen and bath product
The show floor uses a mixture of inspirational vignettes and universal product displays. It is divided into the core areas of appliances, bath and kitchen plumbing, with lighting weaved throughout the entire showroom.
Appliances are merchandized by vignette so the customer can see how an entire suite of appliances looks and functions together. Fixtures, however, are grouped by trends and styles so consumers can make side-by-side comparisons and select products that best meet their needs.
“We want to do what we can to make a customer feel informed about their purchase and how they can expect the product to perform in their own home,” said Kate Bailey, director of showrooms for Ferguson Enterprises, referring to the showroom’s working kitchen.
“Many walk-in customers leave very educated and schedule an appointment to work with us because they realize the value in working with a knowledgeable product expert and having dedicated one-on-time time and attention,” said Bailey.
“Lighting is a major focus for our organization,” said Bailey. “To date, we prominently display lighting in more than 150 of our showroom locations.” Ferguson is especially excited about a lighting brand called Park Harbor (exclusive to Ferguson), which offers a variety of affordable luxury styles.