June 5, 2020

As parts of the world begin to reopen, showrooms are reopening but are grappling with how to receive customers in a safe way. Enclosed spaces, close contact and lots of touchable surfaces can create a risky situation. Instead, showrooms that have reopened or are in the process of doing so have innovated to keep employees and customers healthy. KBB talked with several in this position to find out more.

What Happens on the Entry

“When you visit our showroom, we ask all customers to call upon arrival so we can let them in. We have a greeting table where hand sanitizer, gloves and masks are available. We encourage masks to be worn the entire time of the visit and require the use of masks where required by local mandates. Our showrooms have been set up with signage and 6-ft. social-distancing reminders. We also provide a buffer between all appointments to allow time to clean the showroom before the next client arrives.”

-Kristen Elder, vice president of showroom and builder, Ferguson Kitchen and Bath

“Each KOHLER Signature Store is following cleaning and hygiene guidelines put forth by the CDC, implementing any additional opening and safety protocols outlined by specific state governments and adding in-store messaging to remind customers of these guidelines. Store associates are also participating in health screenings and will also be wearing masks and practicing social distancing at all times. Post-purchase, our stores offer contactless delivery and pick-ups.”

– Michelle Kilmer, business director, Kohler Stores, Kitchen and Bath North America

Accommodating Clients Virtually

“To allow the service and programming of Cosentino centers across the U.S. to be accessed from home and to continue to support customers during these unprecedented times, we recently launched Cosentino Center Virtual Visits. The program allows potential clients and designers to continue to select materials for their projects from the safety of their home.”

– Massimo Ballucchi, executive director of marketing, Cosentino Americas

“As a digital first business, it was relatively easy for us to transition seamlessly to a virtual operation. We have been assisting customers for 20 years online, by phone, text and chat.   We recently added Zoom to our appointment scheduler so that customers can schedule their appointment in any format they prefer – in person at one of our showrooms or by phone/chat/zoom with our appliance specialists. Additionally, we have also added specific messaging around highly sought-after items like freezers and room air conditioners, so that customers can make purchases and secure their spot in line when a product becomes available.”

– Devoree Axelrod, general manager, AJ Madison

“KOHLER Signature Stores launched virtual product consultations and online click-to-chat to serve customers remotely. Consultations can be conducted to suit the needs of each customer, whether that be through a telephone call or video conferencing. Consumers and trade persons interested in this service can visit their local store’s microsite to schedule a virtual consultation.”

– Kilmer, Kohler

Showrooms in the Future

“We have had great success with our Cosentino Centers Virtual Visits and Cosentino Live! panels and training sessions and will continue these programs even after the country has entirely reopened. These new initiatives showed us we can stay closer to our customers and reinvent ourselves with a new approach that helps them continue with their projects and learn more about design, architecture and Cosentino’s latest introductions.”

– Ballucchi, Cosentino

“One of the many things we’ve learned from COVID-19 is the importance of being nimble and adjusting to change, and I think we’ll see many of the recent changes stick and likely evolve in the future.”

-Mary L. Cifuentes, director – showroom/builder, Northeast District, Ferguson Kitchen and Bath

“For SMEG, programs initially set for the long-term future are now being sped up as a result of coronavirus. For example, we’re rapidly responding to the growing need for coffee machines by working on new appliances outside of our existing Drip Coffee Maker, Espresso Machine and Coffee Grinder; we want to make a significant step forward in this sector. Brewing a cup at home was an optional luxury a few months ago and is now the new normal for many in quarantine as they can no longer make coffee runs outside.”

– SMEG SpA CEO Vittorio Bertazzoni, Jr.

“We believe that not only will the way we interact with our customers change, but the way they approach their kitchen reno projects will as well. We feel it will affect our industry for the better – we are seeing a strong turn to in-home dining and entertainment; this is something that they are more likely to be able to build out and research online than in a retail store.”

– Axelrod, AJ Madison