Hunter Douglas Builds Concept Shop for Dealer Programs

Manufacturer of custom window coverings, Hunter Douglas, Upper Saddle River, NJ, has expanded its store-within-a-store gallery program. Called the Showcase Priority Dealer Program, the initiative rolled out in April 2005. Around 500 dealers are enrolled to date, with 1,200 anticipated by the end of 2006.Along with the Showcase Priority Dealer Program, Hunter Douglas has two other dealer alliance programs that have produced positive results. Gallery dealers have experienced overall growth of more than 20% annually since 2000, reports Jeff Janke, vice president of retail alliance programs. In addition, dealers who use the support programs see a 15 to 30% increase in average sales transaction size.As part of this program, dealers must display the entire collection of Hunter Douglas window treatments. Chosen dealers went through a screening process to determine if they were suitable for the program, and then received training from Hunter Douglas along with marketing and sales support. A key piece of the program is a concept shop measuring a minimum of 425 square feet that incorporates island units, employee workstations, 24-inch- and 48-inch-wide modules, sample book desks, four-color room scene photography, curio cabinets and chairs. The upscale shop showcases products ranging from sheer window shadings to aluminum blinds, organized to promote customer interaction. The company says 335 of the gallery displays have been installed among its chosen dealers.The display accommodates a minimum of 25 products, which are highlighted by ID cards. Products are back-lit and only one treatment is shown per opening. The flexible layout allows customization in different stores.According to Janke, the display offers a comfortable workspace where customers can easily view and operate window fashion products and peruse sample books and brochures to facilitate the selection process. "This is a total selling environment that draws customers in, simplifies product selection and increases profits for dealers," he says.The company designed the display based on research. They wanted the final version to be flexible enough to suit any dealer showroom, to provide added value for shoppers and to effectively showcase a wide range of products. AGI, Forest City, NC, built two prototypes that were presented to focus groups made up of dealers and customers. Dealers felt the display stood out from the competition; consumers liked the back-lighting and the fact that only one window treatment was shown per opening. AGI then built the displays.Hunter Douglas decided to expand the program in 2005, after five years of success, Janke says. "Because of the increasing impact and competition from the Internet and big box stores, branding at the retail level has never been more important. [In response] we continue to expand and strengthen our dealer alliance initiatives. We provide them with the tools, training, marketing and sales support to manage the most critical component of the selling process -- the customer experience."

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