This is the era of the empowered customer whose buying journey is more autonomous than ever before, whether it is hailing taxis, booking holidays or even banking. As an integral part of the purchase process they expect friction-free brand experiences on the channels and devices that are right for them, well before they engage with a sales representative.
Just a few years ago, sales representatives and design professionals controlled access to kitchen catalogues and layouts. Customers relied entirely on these professionals and store associates to discover and learn about products and different possible layouts. They needed to pre-schedule appointments to get a feel for how their dream kitchens would look, and repeat the whole process at multiple stores to do any comparison shopping.
This has changed at a bewildering pace and today’s consumers are more informed than ever before. Customers have access to the latest trends in design and layout thanks to Pinterest, Houzz and more. They are comparing different retailers’ products and designs, arming themselves with advice and tips from fellow shoppers before buying, and demanding more efficient, value added experiences from sales representatives.
Meeting and even exceeding these expectations is possible, but not using the control-oriented strategies that kitchen retailers sometimes deploy even today. Kitchen retailers need to update their approach to design and embrace customer empowerment to optimize both the consumer experience and the purchase process.
3D kitchen design is one area where DIY-minded, tech-savvy customers are taking the power into their hands. Today’s solutions are more powerful and extremely easy to use, providing an app-like experience requiring no CAD experience whatsoever. These solutions allow customers to design rooms based on their own specifications, integrating entire catalogs, catering to ‘wonky’ room shapes, complying with local regulations, and giving consumers the power to design a kitchen that suits all their needs. What’s more, they allow perfect photo-realistic renders of the finished design. These designs are literally sale- and installation-ready.
And customers are increasingly turning to these types of solutions to create their own designs – everything from the basic concept to final render. They then often take these designs in-store to serve as a starting point for their conversations with in-store design experts.
While some consumers might use their design as a starting point only and rely on design experts to guide them the rest of the way, for others, the 3D design solution will take them along 90% of their planning journey. They might only need the design expert to check the technical aspects and validate their designs, for example, prior to final purchase.
This trend has created a small, but extremely significant shift, in the role of the in-store sales rep or kitchen design consultant.
Traditionally, consumers would simply provide dimensions and a dream. The kitchen design professional, often with years of expertise and qualification, would then develop designs and discuss a range of ideas and options: a process involving upwards of two hours. The process, naturally, was inefficient, involving prior appointments, long waiting times and sales cycles, and limited creativity due to time pressure to close the sale.
The consumer-facing 3D planning solution has replaced much of this initial work needed for a consultation and has the potential to dramatically streamline and improve the process, elevating in-store representatives to value-added experts who take designs from good to great, and serve as expert sale closers.
Here are just some of the business benefits of integrating a consumer-driven 3D design solution into the kitchen retail customer offering.
In short, an investment in 3D design solutions is a win-win for retailer and consultant alike. Today’s customers are highly empowered because of the technology and the resources available to them on the internet, setting the bar higher for kitchen brands. But the reality is that empowered customers are efficient customers. Rather than losing control of the design process, a consumer-driven 3D design solution will quickly lead to more sales, a happier customer and a more profitable retail experience.
To further explore on how a 3D planning solution supports the design experience, visit our website built specifically to serve kitchen retailers where you can organize a demonstration of the platform with a member of our team of experts.