Date: April 8th, 2019
Source Article: Retail TouchPoints
California Closets has been on a mission to create a consistent look for its 150 showrooms located across the country. For most of the retailer’s 41 years of operation, its stores have sported very different looks, in part because approximately two thirds of the locations are franchises rather than corporate-owned stores.
The company’s other big brick-and-mortar challenge has been finding enough square footage in its stores to show off multiple examples of the retailer’s creative, customized closet designs. California Closets offers designs for every room in the house, with a wide range of functionalities, materials and finishes — far more variations than could be shown even in a football-field sized showroom. Larger showrooms can house as many as 10 displays, but the retailer creates customized storage spaces for bedrooms, pantries and garages, so there’s a constant fight for space.
In order to “show the depth of what we offer,” California Closets has deployed Elo 46-inch endless aisle kiosks in its redesigned “Showroom 2.0” stores, said Lisa Gold, Director of Showroom Design. The interactive touchscreens, which resemble drafting tables, began rolling out in January 2018, and they have been instrumental in the positive results seen at these locations. The retailer aims to have 90% of all its stores, both franchise and corporate-owned, upgraded to the consistent 2.0 look by the end of 2019, with the rest completed in 2020.“Our ‘close rate’ among customers that come into the 2.0 stores has been higher, and during the first six months of their operation, job sizes [average order values] increased,” said Gold in an interview with Retail TouchPoints… Click here to continue reading the full article