Seven ways to improve your flooring sampling retail display
The flooring industry is at a turning point when it comes to sampling in retail display. Immersive, experiential concepts that enhance customer experience and increase product sales are the future. In this blog, we’ll explain why effective flooring sampling is so important, explore how the area is evolving and provide top tips on how to improve your flooring sampling retail display to boost your sales.
Why is effective flooring sampling so important in retail?
Flooring is a major investment and something that a consumer will live with for many years. It is highly unlikely to be something that a customer buys without the opportunity to see, touch and feel it for themselves. This tangible experience is a major advantage that bricks-and-mortar stores have over online retailers. Offering the opportunity to physically interact with the materials via flooring sampling displays provides consumers with more confidence in their purchase decision.
We know that sense of touch is one of the most potent tools for connecting with products, and the whole point of a sampling display is to enable customers to feel the texture and quality of different flooring materials. Tactile experiences create an emotional bond, helping customers visualise how the flooring would feel in their own spaces. It can dispel doubts and overcome scepticism, making it more likely for customers to make the leap from browsing to buying.
How is flooring sampling in retail evolving?
In a fast-paced world where consumers are time-poor and often overwhelmed by choice, flooring sampling must cut to the chase, streamlining the purchasing journey and shortening the time it takes to select and buy the right product. If your display is confusing, incohesive or ineffective, you will likely lose your potential buyer’s interest before they have made a choice. Convenience is now key in providing a good customer experience and therefore converting a sale.
Your flooring samples must be presented in an appealing way that does not cause confusion for the consumer. It must draw them in and entice them to see and feel the samples in a unified and cohesive way, rather than turning them off with haphazard display tactics or an abundance of brain-scrambling sample books. Your display must provide all the information a consumer needs in a way that is easy to access and digest, giving them knowledge at their fingertips.
How can I improve my flooring sampling display?
There are several ways in which you can improve your flooring sampling retail display to ensure you are providing the best possible buying journey for consumers. By taking heed of this advice, you can elevate your in-store displays and ensure that your flooring product is presented in a way that’s streets ahead of the competition when it comes a tangible and tactile shopping experience.
1. Pay attention to size
Yes, size really does matter. It is impossible for a customer to get a true feel for your product if all they are given is a tiny swatch of material. Samples should be large, easy to browse and, where possible, removable so they can be placed on ground. Colours can look entirely different when laid flat than when displayed vertically. This allows the customer to get a better idea of how the flooring will look in their home and enables them to compare different options side-by-side to make a more informed purchase.
2. Use the right lighting
It’s no secret that good lighting is crucial when it comes to retail experience, but it can be tricky to get right in the context of flooring sampling. Fluorescent strip lighting in-store can wash out colour, and it’s unlikely that consumers will have such bright lights at home. Improve your flooring sampling display by using softer lighting more akin to a home environment. This presents the product, quite literally, in its best light and gives the consumer a more accurate idea of how the colour and texture will appear in real life.
3. Create a cohesive journey
In the omnichannel retail world, the customer journey is rarely linear, and many shoppers will now combine online research with in-store product discovery. Your flooring sampling display should provide the latter stage of this journey presented in the easiest way for the customer. Branding across both must be consistent to ensure instant recognition on arrival in-store, so you draw the customer directly to your display. Products must be categorised in a way that makes them easy to navigate and completion of the purchase must be as convenient as possible.
4. Adapt for your retailers
Not all flooring retailers have the space for sampling that showcases an entire range of products. A small high street store, for example, cannot accommodate the same display as a large retail park outlet. This award-nominated project for Kahrs features a revolutionary modular system that can be constructed in a variety of configurations to suit different retail environments. The design ensures that hero products are always displayed, while large, illuminated graphics entice the customer in to discover more information on the full range.
5. Embrace new technology
One of the most powerful tools in capturing the attention of consumers and creating an immersive shopping experience is digital technology. Interactive touch screens and integrated QR code scanners enhance the shopping journey by enabling the provision of detailed product information. Fathom’s latest projects include Radio Frequency Identification (RFID), which allows customers to select a flooring sample and place it on a cradle to access more detail on the product, view the flooring in real-life settings and request home delivery of samples.
6. Prioritise sustainability
This is a two-fold element of your flooring sampling display. Firstly, in terms of providing customers with information on the sustainability of the products themselves. Interactivity can be used to explain material composition and manufacturing processes, which can be an important factor in purchasing decisions. Secondly, the display itself should be designed with futureproofing in mind, ensuring longevity when it comes to things like replacement of parts and reconfiguration to incorporate new product lines.
7. Employ the right designers
There are of course an abundance of retail display manufacturers, but flooring sampling is an art form and it’s one you need experience in to get right. Choosing a designer that creates innovative solutions to complex briefs, based on years of experience in the industry, is key. At Fathom, our team of designers and manufacturers have over 50 years’ worth of knowledge in flooring sampling, meaning our capabilities are limitless. We want what you want, which is a project that does what it says it will do and more. We’ll exceed your expectations – and we’ll get it right first time.
In the competitive world of flooring sales, creating an immersive and tactile shopping experience can make all the difference. By strategically designing retail displays that encourage interaction and provide valuable information, you can create an environment that resonates with your customers and elevates your flooring sales to new heights. Remember, in the age of online shopping, offering a truly memorable and sensory-driven in-store experience is the key to standing out in the market.
To improve flooring sampling retail display and boost your sales, get in touch with our expert team today.