What are the core elements of a successful cabinet experience store?

To have a successful overall cabinet experience storefront, the main core elements are: cabinet product core value proposition, cabinet store space layout, cabinet product display, cabinet sales props, venue atmosphere creation and sales commitment. Judging from the current status of the overall cabinet industry, most of the whole cabinet companies have proposed the concept of terminal experience, and some have put into practice the actual operation of building a store. However, most companies have shown the following shortcomings: there is the shape of the experience store, but there is no soul of the experience store.

What are the core elements of a successful cabinet experience store?

When I was invited to visit a large-scale experience store at the headquarters of a high-end positioning cabinet brand in China, the cost was great. The entire thousands of square cabinets showcased different styles, different grades and different categories of products and atmosphere. However, from the sales performance of the cabinet brand in the terminal, only a mid-range positioning of a product line has a stable performance contribution, and other series of experience stores in its headquarters have no special performance.

At the deeper level, the real value needs of the high-end customer base and the mid-end customer base are not refined and guided by appropriate methods and channels. To truly put forward the value proposition that is consistent with the consumer's heart, it is a prerequisite to fully understand the purchasing motives of cabinet consumers. Such as high-end customer base.

The cabinet industry is an industry with low attention rate. Consumers will not notice this information if they are not in the decoration stage. The home decoration of high-end customers is more entrusted to the trusted home improvement company. In this mode of cooperation, designers are the main factor affecting customers. So to influence high-end customers in a sense is actually affecting designers. The basic reason for designers to convince high-end customers is the feasibility of the design.

Therefore, the value proposition for such high-end customer groups should seek breakthroughs in terms of home improvement effects, design elements, and brand added value. For example, the K company in Beijing is the representative of this aspect, and K Company has also set up a home improvement company, which fully demonstrates the feasibility of designing the sales of cabinets to affect the high-end customer groups.

For mid-range positioning consumers, the choice of cabinet products is basically determined by their own comparison or decided with the home improvement company. Its focus on consumption is: cost performance, brand credibility, style, sales commitment. In other words, such consumers are looking for a corresponding trusted brand to spend within a certain budget. This is reflected in the word-of-mouth effect between customers.

The value proposition of cabinet consumers for mid-range positioning should be guided by the value satisfaction and commitments given to customers during the purchase process. Looking for value propositions from the perspective of cabinet consumers, and taking the premise of spatial layout, product display, sales props, atmosphere creation, and sales commitment, it is the true meaning of cabinet experience marketing.

Source: China Cabinet Network