Dave Akerman, director at Vision Display & Interiors Ltd elaborates on how tiling displays have developed over time.
WE’VE been in the business of specialising in tile displays for over 25 years, with advancement into bathroom, flooring and trade related displays being expanded over the last decade. During this time, we’d like to think we’ve seen all things display-wise; from the incredibly good to the somewhat bad to the almost unbelievable. Sometimes our role in this industry is just a case of purely providing product; other times this involves a deep dive into the customers’ psyche and expectations but it’s always with the same aim – to try to facilitate each retailer so they’re getting the best out of their display methods, which should of course be the responsible approach of any supplier.
Historically, many of the early tile retailers evolved from tradesmen who worked out that they could in fact sell the products that they had spent many years on their knees fitting, and while their product knowledge was sound, their retail display skills were often somewhat lacking. When tile retail really started to take off during the early 1960’s, many showrooms were characterised by dusty display racks, disorganised samples, and overwhelming, uninspiring shopping experiences.
Today, that approach is obsolete and things continue to move onwards. Tiles are no longer just a functional building material – in the competitive world of home improvement and interior design, they’re now without doubt a fashion statement. This means the modern tile showroom must act as a destination – a place consumers want to visit, somewhere that embraces their desire and needs and is inspirational, not just a storage warehouse.
These days it’s easily achievable to just buy tile products from pretty pictures online, backed up with small cut samples pieces to view at home and this no doubt suffices for many people, particularly in today’s busy world. We believe however the discerning customer who’s making a major purchase for their home still prefers to personally visit a showroom to see the full-sized product in the flesh, along with other products that perhaps didn’t catch their eye while browsing online. Humans are hardwired to touch. In tile retail, touch is how customers judge quality, feel texture, and form an emotional response.
However, ‘The times they are a changin’ (as Bob Dylan said) here we’ve seen that customers increasingly research online before visiting a store which means the physical retail space must then offer something more than just what the digital moment can offer: an immersive, tangible experience that turns browsing into buying. It’s been said many times the right combination of ‘bricks ‘n clicks’ gives the customer the best opportunity to make a fully informed choice when buying.
Going forwards, what’s becoming apparent is the future of tile retailing is a hybrid of physical and digital (or ‘phygital’ as we’ve heard it called). This can of course take several forms dependant on how it’s approached and the hard part for each individual retailer here can be finding the sweet spot that works for them, as there are many things to be considered from costs to daily management.
One easy and cost-effective way can be to use interactive QR Codes: by placing QR codes on displays or products that, when scanned, show current stock availability and technical specifications. When backed up with inspirational photos of the tiles installed in settings, this can work well as an effective sales aid and is one the customer can still refer to once back home.
Another recent addition we’ve seen making its way into the tile market (admittedly mainly by the larger retailers who can afford the investment) is the use of virtual reality in-store which incorporates screens and headsets that allow customers to ‘try on’ tiles in a virtual room setting, helping them visualise the final project. Although not exactly new technology, adding in digital services such as VR can really help seal a deal as the customer can practically ‘see’ how things will look in advance of buying.
In conclusion, any retailer who can move towards providing this hybrid retail experience is without doubt giving their customers the ultimate buying opportunity available now – and it will of course be interesting to see what develops with the increased use of AI in the future!
Dave Akerman, director, Vision Display & Interiors Ltd
www.visiondisplay.co.uk
