December 22, 2023

This article was originally published on December 22, 2023; it was updated on December 29, 2023.

The Importance of Brand-Owned Showrooms

In the world of luxury appliances, the brand-owned showroom stands as an opulent theater where innovation, craftsmanship and sophistication converge. These spaces serve as exclusive sanctuaries where tactile elegance meets technical prowess, shaping an immersive experience beyond the mere display of products.

Showrooms for luxury appliance brands represent a gateway to a realm of refined aesthetics, personalized consultations and customized experiential journeys. They not only showcase the pinnacle of technological advancements but also embody the essence of exclusivity, offering discerning customers an interactive voyage into the realms of design inspiration, personalized service and the assurance of acquiring products exuding unwavering quality, performance, and prestige.

Showrooms are important for luxury appliance brands for several reasons. Here’s my view on the Top 10:

1. Enhanced Customer Experience. Luxury appliances are often high-end and complex products. Showrooms provide prospective consumers, customers and even influencers with the opportunity to see, touch and interact with these appliances in a physical setting. This enhances the customer’s experience and allows them to fully appreciate the quality and craftsmanship of the products.

2. Product Demonstration. Showrooms provide brands with a platform for live product demonstrations, including cooking demonstrations. This is crucial for luxury appliances, as it can be challenging to verbally convey their features, functionality and performance or even with digital or print materials. Additionally, with the advent of connected appliances  demonstration of connectivity is best done in person and showcased with real-life examples in a connected environment.

3. Personalized Consultation. Consumers and designers can receive personalized consultation and guidance from knowledgeable staff in a brand-owned showroom. This is especially important for luxury brands, as customers often have specific requirements and unique design preferences.

4. Brand Image & Prestige. Having exclusive showrooms in prime locations contributes to luxury appliance brands’ overall image and prestige. The showroom is therefore ‘media’ – it acts as a live creative asset in reinforcing brand positioning and targeting and overall messaging in the market.

5. Comparative Shopping. Brand-owned showrooms benefit from being able to display their full product assortment and showcase key collections. In this all-in environment, consumers can easily compare different appliances side-by-side, helping them make informed decisions based on their preferences, needs and budget.

6. Networking & Events. With a brand-owned space, it’s easy to host events, product launches and networking opportunities for consumers, customers and the design community. Such events build brand loyalty and create a sense of community in bringing a brand together with key players to form strong brand relationships.

7. Immersive Product Training. Perhaps more specific to specialty retail customers, brand-owned showrooms provide a critical platform to support learning and development for specialty retail sales professionals. Hosted training at brand- owned-showrooms can build product knowledge, and deepen understanding and application of key features and benefits, particularly when supported with a detailed training curriculum and hands-on cooking demonstrations.

8. Customization & Design Inspiration. Customers can get design inspiration and explore customization options in showrooms. They can see how these appliances fit into various kitchen or home settings, which is crucial for luxury brands focused on aesthetics.

9. After-Sales Support. Showrooms can provide a hub for after-sales support, including product use and care or questions consumers may have post-installation. Showroom staff can easily address key questions and even support inquiries virtually if the consumer cannot visit.

10. Lead Generation & Relationship Marketing. Prospective consumers or design professionals that have taken the time to visit a brand-owned showroom can find a non-transactional showroom as a welcoming environment to learn more about a brand – from its history through to its latest innovations. While these audiences may just be “researching’,  showrooms can contribute to building long-term relationships with those who are willing to share their contact information. Emails, monthly newsletters and even social media can contribute to building long-term fans and brand advocates.

Overall, showrooms play a pivotal role in creating a holistic brand experience for luxury appliance customers and encompass the entire journey from discovery to post-purchase support.

—By Geraldine Morrison, General Manager | Head of Luxury Brand & Product Marketing, Dacor at Samsung Electronics America

Photo credit: Courtesy of Dacor (all images)