We can learn about showroom design in so many ways – by visiting our competitors’ showrooms, by looking at retailing spaces of related businesses or by attending seminars and educational conferences. And sometimes, innovative ideas come from manufacturers breaking new ground.

An excellent example of this would be an unconventional product showroom operated by Whirlpool Corp., which treats consumers in the Atlanta area to a shopping experience like no other. Since late 2002, when Whirlpool opened its ‘Insperience’ Studio, shoppers have enjoyed access to a completely interactive atmosphere where they can test and try Whirlpool and KitchenAid brand appliances before they buy them.

While the concept of an interactive or “live” showroom may not be new, the execution of the Insperience Studio can provide valuable lessons to kitchen and bath dealers.

The process begins when shoppers – who visit by appointment only – experience the spa-like entrance of the 12,000-sq.-ft. showroom and are greeted by a concierge. The immediate impression – luxury and personal attention – is one that is sure to appeal to consumers.

Shoppers then are escorted to the “Hearth Room,” a comfortable, calming area where they can sit and relax with a beverage while an unhurried brand immersion specialist initiates a relationship with them, asking a series of questions to determine their wants and needs according to their lifestyle.

Once this information is obtained, consumers are allowed to choose which path (Whirlpool, KitchenAid, Maytag or Jenn-Air) to explore, based on the information about their lifestyle experience. Finally, shoppers are led to one of seven specific working kitchens (or one laundry demonstration area), where they are encouraged to cook a meal or do a load of laundry, comparing and experimenting to ensure their satisfaction.

It is important to note that while Whirlpool-manufactured brands are featured at the Insperience Studio, consumers cannot buy them directly from this outlet. Instead, the company uses the facility as a source of influence for consumers in the midst of the decision making process.

This facet of the operation creates a unique, no-pressure environment in which consumers are urged to take their time to complete valuable research before deciding to buy. This allows customers to view staff as partners in their quest, rather than as adversaries trying to “push” something on them.

After the customers have done their research, if they wish to purchase a product featured at the studio, their product choices are communicated to a trade partner to complete the sale.

Of course, such a ground-breaking concept couldn’t be simply thrown into the marketplace and expected to succeed on its own. Whirlpool conducted years of research and planning to ensure a truly unique shopping experience. What started as one person’s idea was shepherded through the company’s patented Innovation process, and soon, 150 employees had a stake in its success, offering opinions and gathering data. The entire process, from concept to bricks and mortar opening, took a total of 18 months.