Issue link: https://read.dmtmag.com/i/147181
[ Creating a buying atmosphere ] Traffic Flow One of the keys to a successful showroom is moving customers from the door to their final destination, while showing off as much merchandise as possible. Rasmus says a planned traffic flow pattern is integral to add-on sales. A showroom should be designed in a way that almost forces a customer to follow a set path. That path should take buyers through most of the departments, so customers can see what's new and possibly make impulse purchases. "What it's doing is it's telling the customer where you want them to travel and what you want them to see once they come in the store," Rasmus said. The goal is to put the departments that are the main traffic draws, such as parts, accessories and service, in the back, so a customer must walk through the new boats before arriving at their intended location. This is similar to what a grocery store does by putting milk in the rear of the store, with higher-margin items showcased in the front. The back left corner is an ideal spot for the dealership's magnet departments, as most people are right handed, and right-handed people tend to travel stores counterclockwise, Rasmus said, meaning they'll naturally explore the right side of the store before realizing the department they're looking for is on the left. When designing his showroom from scratch, Wood made sure to locate his pro shop and service departments both in the back of his dealership. Mike Hoffman, owner of Marine Center of Indiana in Indianapolis, did the same when he doubled the size of his parts and accessories department in 2011. "We make you walk through all the new boats to get to the parts and accessories, so maybe what happens is maybe you decide to buy a new boat. Worst case scenario is you don't buy a new boat, but you buy parts and accessories," he said. Clearance is also an area that should be moved to the back of the dealership, ideally in the rear of the parts and accessories department. It's no accident that many retailers do this, as, again, it causes customers to see what's new before hitting the clearance bin. One of the easiest ways to design a set traffic pattern is to differentiate the flooring from one area to the next. Department stores, for example, often use tile in the main walkways, with carpetwww.BoatingIndustry.com P22x25-BI13JUL-Showroom.indd 23 "First impressions are lasting impressions, so the general staff, especially all the management level, needs to do this store review prior to opening the front door. – Jim Rasmus, president, Retail Design Associates ing in the merchandise areas. While carpet may not be ideal for a boat showroom, tile can still be used to create flow. "Use two different colors to even three different colors throughout the store, one for traffic flow, one for units," Rasmus explained. Showroom staples The fixed parts of a showroom should be taken into careful consideration. Flooring, lighting, paint and windows, aren't changed often, so much thought should go into those staples. Jennifer Robison, national retail specialist at Tucker Rocky Distributing in the powersports industry, and a 2012 MDCE speaker, recommends that all facets be clean and in working order, with no broken lighting or major issues with the flooring. "When it starts looking tattered and worn, it makes everything look sort of that way," she said. For flooring, Rasmus recommends something that will last 7 to 10 years, such as ceramic or porcelain tile. Trailer tires can bleed onto other types of styles, unless they're moved every few days. Porcelain is best, he said, because it doesn't show chips as easily. The new showroom floor at South Florida Mastercraft was painted before the merchandise moved in. "We had the whole floor sanded, and then they used an epoxy paint with dried paint chips they put over it, which is nice because it hides the scratches and the chips in the floor," Wood explained. A dealership's flooring and wall paint should be neutral, Rasmus said. He recommends earth tones, such as a cream or light green. The popular battleship gray of the past should be avoided, he said. Lighting is important when it comes to best showcasing the merchandise. Lighting on the boats should be directed to most accurately show the color of the unit, so customers aren't surprised when they get their vessel on the water. Economical fluorescent lighting can save on energy costs, and some municipalities offer rebates or special financing for greener technology. Track lighting can also highlight products, especially in parts and accessories. Rasmus recommends dealers seek a professional to help choose the proper lighting and install it. When looking at his showroom, Wood considered the outside of his store as well as in the inside. Originally Boynton Beach did not want the dealership placing boats outside, however, Wood worked with the city to find a solution. The dealership placed decorative blue glass pieces in an area outside the store, where during the day, a boat can be featured, while at night, it appears as a well-landscaped area. Wood also worked with the city on its tree requirement, receiving an exception to install more shrubs than trees, and moving most of the trees to the rear of the building, preventing the plants from impeding the view of the dealership. Wood also made sure to install a number of large windows on the front of the dealership, which faces Federal Highway. "It's well lit every night, so you can see it from the road," Wood said. "As you're passing down Federal Highway, you can see the boats in the showroom." Cleaning up Though it's not the most exciting part of creating a successful showroom, cleanliness is also important. The experts say a clean store looks more professional. When Retail Design Associates works with a dealership, it provides a 10-point daily inspection checklist for both the inside and outside of the store. "First impressions are lasting impressions, so the general staff, especially all the management level, needs to do this store review prior to opening the front door," Rasmus said. "In other words, it's a no-excuse situation." Robison recommends dealers restock shelves July 2013 | Boating Industry | 23 6/5/13 10:30 AM