Crystal works closely with the merchant sector, continuing to develop a hitherto underexplored market segment. PBM takes a look at the supplier’s work in developing showrooms for a number of its merchant customers.
Amongst a plethora of information contained on its comprehensive website, Crystal discusses the benefits for merchants of showroom investment to showcase the supplier’s range of made to measure PVC-U and aluminium windows, doors and conservatories. Indeed, a variety of merchandising options are available, including special dual-branded ‘pallet displays’ all the way up to the design and installation of large, bespoke modular displays.
Crystal says that merchants who sell with showrooms “sell much more, and more easily, than those who don’t”. The supplier continues: “A growing number of customers go online first to find helpful, relevant content and their perceived product solution. But then ready to buy, merchants need to follow up at branch level with knowledgeable staff and strong physical representation of the product, backed by reliable, on-time deliveries.”
For merchants looking to undertake a modular display in their branch(es), the Crystal team will work with them from the initial design survey — presented to them in 3D concept images — to the final installation, to understand their design preferences and assess where their investment would be best spent.
Crystal says that its showrooms have been designed to appeal to both trade and consumers, enabling professionals to invite their own customers to see the products for themselves, with the aim of attracting both new and existing customers through the door. It currently works with a number of merchants as ‘Platinum Plus’ showroom partners, with examples being seen in certain Covers, Parr Group, TBS and Buildbase branches.
A number of case study examples are featured on the Crystal website, including its project to install a ‘flagship’ showroom at the Tippers head office branch in Lichfield. Ensuring the end result delivered maximum impact to drive sales was the ultimate aim, and a striking 4 x 5m showroom was designed from scratch using a collection of product-focussed modular displays.
Crystal reports that the entire process, from initial survey to final build, only took a matter of weeks with the supplier project managing a team of craftsmen and installers to ensure a seamless process.
The modern showroom contains an extensive collection of PVC-U casement windows, vertical sliding sash windows, composite doors, aluminium windows, aluminium bi-fold doors, PVC-U residential door and a fully installed lantern roof. The showroom also features an online price configurator which allows customers to price up their own products. This configurator also features on the Tippers website for use 24/7. There is also an engineered timber door App which allows customers to visualise how a door will look on their own homes.
The Tippers showroom was completed in October 2017 and sales were said to have seen an almost immediate uplift.
Managing Director Andrew Tipper commented: “Tippers has a great relationship with Crystal and their sales and customer service teams are always on hand to answer any queries we may have. We are thrilled with the new showroom and with the professionalism of the design and build team.”