Electrolux was looking for an immersive flagship showroom experience within a Ferguson Bath, Kitchen and Lighting Gallery in Arizona. With the intent of attracting homeowners who are in the process of selecting kitchen designs and appliances, the first step was to learn about the shoppers.
Enter the Insights and Strategy Team whose research uncovered that homeowners frequently visit design stores to get ideas for their new kitchen. These same shoppers often find it difficult to explain their preferences in design and style. What emerged from these insights was a concept for a destination where the customer can work with their building or design professional and a Ferguson associate to plan their dream kitchen, complete with plumbing and lighting fixtures, and Electrolux appliances.
To help set the mood, the space is modeled after an actual kitchen, complete with working Electrolux appliances. Knowing the importance of visual merchandising, the space is dressed with a carefully selected assortment of baskets, plants, cooking utensils and other decorative items that help create a welcoming homelike environment. Signature touchpoints are incorporated into the space to reinforce brand awareness and foster a relationship between Electrolux and the consumer.
An inviting breakfast-bar style workstation provides a comfortable place where customers and experts can gather to review the kitchen designs the homeowner finds most appealing as part of the product selection process. A digital touchscreen on the bar enables shoppers to explore a selection of kitchen suites ranging from traditional to modern.
A larger than life touchscreen empowers customers to shop the vast array of Electrolux kitchen appliances, offering more models and styles than could be accommodated by even a sprawling showroom floor. Research revealed that appliance shopping can be a frustrating experience for consumers who are confronted by what seems like an overwhelming number of choices. The interactive experience makes it simple for shoppers to learn about each appliance, helping them develop a sense of confidence for making purchase decisions.
The Electrolux showroom experience represents the collaborative work of WD’s industry-leading experts. Work by the Insights and Strategy team, the Design and Brand specialists and the Architecture and Project Management team brought it all to life, creating an innovative showroom experience where homeowners can work side by side with designers and contractors to create the “Electrolux-powered” kitchen of their dreams.