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Showrooms still vital – survey
24th May 2016

Trade showrooms still play a vital role in the decision making process and are breaking down old stereotypes, according to a new survey.

The poll, commissioned by bi-fold and window manufacturer Origin, found that 71 per cent of those interviewed would visit more than one showroom before making any final purchase decision. Nearly three fifths of those surveyed stated that having friendly and informed staff was the most important trait of a well-run trade showroom. Being able to touch the products in person (41 per cent), having well-priced products (28 per cent) and being left to look around first (30 per cent) were next in line.

Stereotypes and inequalities are now becoming a thing of the past, with only 13 per cent of visitors feeling they were treated unfairly due to gender. Only 8 per cent of those questioned had the preconception that showrooms are outdated.

The research also highlighted a number of areas in need of improvement, with only 40 per cent of UK showroom visitors fully trusting the sales staff. Being more focused on pushing for increased budgets was the major downfall, with 37 per cent stating it was the main factor in the lack of trust. Other factors that were highlighted include visitors feeling as though they were not being listened to (24 per cent), sales representatives appearing to be ‘Yes-Men’ (21 per cent), as well as appearing to be uninformed (20 per cent).

Nearly three fifths of those surveyed stated that having friendly and informed staff was the most important trait of a well-run trade showroom. Being able to touch the products in person (41 per cent), having well-priced products (28 per cent) and being left to look around first (30 per cent) were next in line.

Ben Brocklesby, Sales and Marketing Director at Origin, said: “It is great to see that preconceptions of trade showrooms are gradually being broken down, with many of the old-fashioned stereotypes, including gender inequality, no longer present in the modern showroom. That said, it is important that these showrooms do not rest on their laurels, as they continue to be a valuable customer resource and there are still lots of improvements to make.”

The survey also highlighted the ten top points for and against getting the best from a showroom:

Likes:

1. Friendly and well-informed staff
2. Being able to touch and work/use the products
3. Functional, working products on display
4. Easy access and good parking
5. Being left to look around by yourself
6. Good lighting
7. Good value products
8. Good quality brochures I can take away with me
9. One-to-one attention
10. Seeing products in a lifestyle setting, so I can visualise them in my home

Don’t likes:

1.
Being badgered by staff and not given enough time to think
2. Untrustworthy sales staff
3. Staff using too much sales jargon
4. Rude staff
5. Uninformed staff
5. The products being too expensive
6. Being made to feel like the secondary decision maker
7. Not being listened to by staff
8. Not having many options
9. Being ignored by staff

The research was conducted by OnePoll on behalf of Origin surveying 1,000 UK trade showroom visitors. Carried out online March 2016.

www.origin-global.com

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