Is the traditional showroom a thing of the past? Danny Williams, managing director of Pioneer Trading, argues that they are still an essential part of the industry.

In a previous edition of this illustrious magazine you may have read the opinion of Certass’ boss Jon Vanstone, that ‘the traditional showroom is on its last legs. Showrooms have become a vanity project in a digital age,’ he says.

Frankly, it’s bull.

Showrooms have thrived ever since it became socially and legally unacceptable to cold canvass, something that these days is regarded almost with the same wonder as smoking in pubs and restaurants: how did we ever let that happen?

And yet our industry was built upon door knocking, which for the benefit of younger members of our industry for whom such an act might be seen as alien, it literally involved starting at the top of the street and knocking on every door without invitation and asking Mrs Smith if she’d like a price for replacing her windows.

If the door was opened it was quite often slammed again quite forcefully but it was wonderful for developing resilience and a proving ground for Mormons and others seeking a place in heaven.

And I am proud to say that is how I earned my spurs, though I like to think that I took a more intelligent approach, cutting the odds for example by canvassing the neighbours of anyone that we were fitting with new windows and doors.

Thus I saved shoe leather, disappointment and, ultimately, my sanity. However, even that is regarded badly these days so we have to be more subtle and, actually, smarter at generating leads and sales. Including the provision of showrooms.

Jon’s contention however, is that the internet provides punters with all of the information that they could possibly want: ‘Customers no longer need to visit a showroom to see how a product might look in a real home; they’re getting that information online. Social media platforms are flooded with photos and videos of home transformations, often shared by actual homeowners’ insists Jon, which of course is true.

But his assertion that this and other online digital tools are all that is required is patently wrong. Because this, coupled with showrooms and other devices and techniques, are all part and parcel of the modern approach to selling windows and doors and related home improvements: each element is complementary and contributing towards the conclusion of a sale.

Showrooms have never been more important. Whilst Jon concedes that such places are useful for high end products, he believes they are largely what he describes as a ‘vanity project’, something that I believe is without foundation.

In fact there is considerable evidence that physical retail stores – which is what a showroom is after all – are enjoying a resurgence and especially amongst ‘millennials’, the core market amongst younger home improvers. Industry publication Retail Times said in its November 4^th issue: ‘Original research of over 1,000 UK shoppers by RetailNext showed that while 40% of UK consumers now visit non-food stores once a week, 46% of Millennials make weekly trips to stores.’ And there is much further research published last year to support this.

This is underlined by my cold, hard experience that showrooms work. They are ideal for demonstrating key differentials between products, something that is especially important for homeowners making higher capital purchases.

Windows and especially residential entrance and garden sliding doors, have been increasingly marketed and sold in recent years for their features and benefits with Adrian Barraclough, chairman of large fabricator Quickslide, claiming some years ago that ‘windows are now furniture’; few home owners would spend decent chunks of money on sofas and tables and chairs without going to see them first.

One of the key criteria for becoming a member of our Gerda retail network is a showroom, which allows visitors to see, touch and more importantly try our doors for themselves, against cheaper and in our view of course, inferior ‘ordinary’ resi-doors. Most, once they have tried them, are more than happy to pay more for the obviously superior product.

Showrooms are not a standalone solution and the more successful of those with whom we do business succeed because they embrace a range of marketing solutions – including online reviews and information – to drive customers to their facilities, which themselves are continually developed and evolved.

Nobody says its easy. But window and door showrooms are an essential part of our industry’s landscape and will be for many years to come.