The fifth episode of NKBA Live’s “Brave New Business” continues the conversation conducting business virtually. By Dianne M. Pogoda
Many companies have been upended in the wake of the coronavirus pandemic, but the ones that have been able to adapt in the new environment have been able to carry on with at least some of their business. It’s been a particular challenge for businesses that rely on personal relationships and face-to-face contact, but maintaining those relationships has been the key to carrying on.
In the most recent installment of “Brave New Business,” NKBA’s live online forum, panelists representing showroom operations from large national to single-location independent discussed maintaining business, keeping the jobs flowing that they had in the pipeline and how they’ve adapted during the crisis.
Joining NKBA CEO Bill Darcy, who moderated the panel, were Sam Rose, senior director of customer experience at Ferguson, which has showrooms across North America; Annette Reeves, sales advisor at the regional showroom operator Pirch, located throughout Southern California, and Chas Daniels, president of independent showroom Acero Bella in Houston.
No matter their size, all were using video communication tools, and all agreed that personal interaction was critical, and that some iteration of electronic consultation was likely to continue after the restrictions brought about by the pandemic are rescinded.
Reeves said Pirch’s virtual showroom tour was a tool that the company had been working on for some time.
“We were able to mobilize quickly, when the quarantines were put into effect, allowing our luxury and trade clients to walk through the showroom but from the safety of their homes,” she said. She described four important facets of the tool, including the welcome screen. That that allows viewers to rotate, zoom and move around the showroom; a search function, sortable by product or vendor; videos on product information, and floorplans. We also have a video walking through a showroom, which gives the viewer a full grasp on what we have to offer.”
Rose said that within two to three days of lockdown orders, the entire 277-unit Ferguson chain was operating in a virtual environment. To help customers who are missing the hands-on experience, Ferguson has a video tool that was built on feedback from the showrooms around the country to improve virtual consultations. Ferguson offers a video in which a consultant can show customers what the inside of the appliances looks like. “Additionally, with the resolution we’ve been able to get, we can also show the customer great images to compare finishes,” he said.
Daniels said when the country started shutting down, her small business — which could fall in the essential-business category — made an assessment to match personnel with the business that was already coming in, and they were mindful on a daily basis about keeping sanitizing supplies and masks on hand for staff and customers who chose to come in to pick up product for jobs or make selections.
“One of the benefits we have is that we do have close relationships with our customers,” she said. “They all have our cell-phone numbers, we know their families — it’s been somewhat of a bonding experience to be available to our customers and to keep their projects going. Going forward, we’ll be super-mindful of keeping products available that make our customers and staff feel safe, like masks at the front door. How individual businesses will address this under their own roofs will be the most critical thing as they reopen their doors.”
Rose added that Ferguson is monitoring reopening guidelines in the various markets in which it does business, and acting accordingly. When showrooms reopen, it will be in a phased approach, with limited numbers of associates and customers allowed in a store, and mostly by-appointment only.
“We’ll require associates to wear face masks, we’re releasing enhanced cleaning guidelines, we’re reconfiguring spaces to make sure we have safe social distancing, and we’re even creating one-way traffic so customers and associates aren’t crossing paths,” he said.
The panelists concurred that one positive that has come out of the current situation is that the community has come together to be creative with marketing, for instance offering virtual happy hour, virtual trainings or cooking demonstrations.
“Coming out of this, we believe virtual consultations will continue moving forward,” said Rose. “We don’t think the brick-and-mortar showroom is going away by any stretch, but we all know how many consultations it takes to get through a project, so maybe a second, third or fourth appointment is handled virtually.”
To watch Episode 5 of Brave New Business, view the video below.
Brave New Business livestreams on Thursdays at 2 pm (Eastern Time) and features thought leaders across all segments of the business in a free online forum. They’ll share best practices, experiences and advice on topics of critical interest to kitchen and bath design, remodeling, manufacturing and distribution, as well as survival tactics for small businesses and independent operators.
The next episode livestreams on Thursday, building on the theme of maintaining operations through the crisis and beyond, with “Keeping Connected: Moving Projects Forward in All Stages of the Process.”Darcy will be joined by Debbie Schaeffer, CEO of Mrs. G, an appliance dealer in New Jersey; Kevin Dexter, President and Chief Operating Officer of Fisher & Paykel North America, part of the Haier/GE family of appliances, and John Petrie, CMKBD, a past NKBA national president and owner of Mother Hubbard’s, a Design/Build firm in Pennsylvania.
It will explore the supply chain and the ways manufacturers, dealers and installers are working to keep jobs on schedule.
To register for this week’s Brave New Business forum fill out the registration form below.
