A large vendor had just entered our market and we were just crushing it. We had no displays. When a customer sounded interested, we brought them into the warehouse and opened boxes to present the products. Every time, the product captivated both the customer and the sales associates. This was going to be good.
Then, the corporate mask descended over the product line. The rules and conditions of their “program” appeared. To become a full-fledged distributor, you HAVE to display this, and it MUST be supported with these products. Oh, and the display WILL look like this.
A large portion of the line was not for our customer base, and the display looked like an alien spaceship. It was…unique. We pleaded our case and were politely informed that they would think about it. A few months later a quasi-competitor brought in the entire program and we were told to order from them. By then, sales had diminished to nothing. It was an opportunity missed. Even more frustrating for me was that I had done the same stupid thing in my early years at Phylrich. It was a hard lesson learned.
Each DPH showroom is unique for the simple reason that they are all owned and managed by confident, assertive individuals. On paper, luxury businesses may focus on the same target markets, but their styles, product mixes and cultures are crafted by their owner. Today they are referred to as entrepreneurs. They are not generic individuals, their businesses are not generic businesses and they should not have to follow a generic program.
Let’s also not forget the premium and luxury market clientele, whom many of showrooms target. Interior designers and style-conscious homeowners do not gravitate to “factory displays”. Stylists and style lovers are attracted to knowledgeable people presenting dynamic displays. I cannot even begin to number the times a person of these talented professions would tell me that they were so turned off by that sterile “generic display”.
Please do not make successful showrooms wear the corporate mask of what a remote merchandising person concocted as best for the general market. There is not one general luxury market.
Meet with your distributors and co-create a go-to-market strategy backed with numerical goals and targeted market penetration. With a program in place, both parties can get to work and make it happen. Please stop trying to put a constraining mask on a successful entrepreneur and their company. This is a sure-fire path to mediocrity.
So on November 1, 2019, after the ghosts of the past have settled back home, let’s stop with the black and white ideas and rote proposals and let’s work together to surprise and delight the style-conscious individuals by removing the generic mask and let the showrooms unique style shine.
A version of this article appeared in the November 1, 2019 issue of DPHA Connections.