Showroom location – tips for choosing
The “showroom location” factor is partly responsible for whether interest turns into a purchase. If you want to bring your products to life offline, you need more than just four walls. Visibility, accessibility and the right environment are relevant. Because even the best product range will fall flat if the location is not right. In this article, we show you what really matters when choosing a location. Because a well thought-out location often achieves more than a high advertising budget.
Contents:
- Not all locations are the same: city center, outskirts or trendy district?
- Transport links & accessibility – for customers, suppliers and employees
- Showroom location Selection factors: Space, equipment, rental costs
Not all locations are the same: city center, outskirts or trendy district?
Anyone who wants to physically display their product range will one day be faced with the question: Which showroom location is the right one? After all, not every location is equally suitable for targeting customers.
Showroom location: City center
At first glance, city center locations offer many advantages: high visibility, good public transport connections and lots of footfall. This is ideal for traditional stores, but not necessarily for showrooms. This is because customers usually come here specifically, with an appointment or a clear intention to buy. Spontaneous walk-in customers are rarer. In addition, city center locations are often expensive, loud and crowded. Parking spaces? Usually in short supply. If you value peace, space and a coherent brand environment, you will quickly reach your limits in the city center.
Showroom location: trendy district
Trendy districts offer an interesting intermediate solution: a creative environment, a trend-conscious audience and an image that may underline the brand. This can be a real advantage, especially for design or lifestyle products. At the same time, the development of such districts fluctuates greatly. What is considered an “in” address today may seem overcrowded or unattractive tomorrow. Here, too, it is not the hype that is decisive, but the compatibility with the target group.
Showroom location: City outskirts or retail parks
Locations on the outskirts of cities or in retail parks, on the other hand, score with practical arguments: more space, lower rents, free parking and a more relaxed atmosphere. Especially in the home & living sector, where products such as sofas, tables or lamps are presented, such conditions are often decisive. The disadvantage: visibility is lower and spontaneous visits are rarer. On the other hand, customers come prepared and in a targeted manner.
Our Showme Stores showrooms are deliberately not located in the middle of the city, but are excellently connected, with spacious areas, a homely design and free parking. A location concept that is specifically tailored to the needs of online retailers and their customers – customers who often travel long distances by car to experience products up close in peace and quiet.
Transport links & accessibility – for customers, suppliers and employees
A good showroom location thrives on being easily accessible. This applies to customers, suppliers and your own team. And it’s no longer just about parking spaces. Anyone investing in a showroom today should have the entire mobility chain in mind.
Multimodal accessibility is the keyword:
- By car: Ideally, there is free, well-signposted parking directly on site and in sufficient numbers.
- By public transportation: Bus or train connections within walking distance also increase the attractiveness for employees.
- By bike or on foot: more and more customers are attaching importance to sustainable mobility. Bicycle parking spaces, accessible routes and a safe environment are therefore playing an increasingly important role.
Don’t forget logistics & accessibility
Delivery logistics also need to be taken into account: Is there an easily accessible loading zone? Is delivery possible at ground level? Can larger products be transported smoothly?
Equally important are the logistics for people with limited mobility: barrier-free access, wheelchair-accessible routes, automatic doors and disabled parking spaces are now standard features.
Whether you focus on a specific target group in terms of accessibility, or whether you aim for the broadest possible reach, depends on the concept. If you primarily want to attract car drivers, for example in rural areas, you can choose accordingly. As a rule, however, broad accessibility is recommended to avoid wasting potential, especially if the focus is on product experience and personal advice.
Proximity to the target group – correctly assessing frequency, purchasing power and environment
A good showroom location convinces through accessibility and the right environment. After all, even the most beautiful showroom is of little use if it misses the target group. This makes it all the more important to carefully match the location and target audience.
The basis for every location decision is a close look at the catchment area:
- How many potential customers live in the area?
- What is the purchasing power?
- Which age groups, household forms or lifestyles dominate?
- What buying behavior prevails? Are they more likely to be people with a clear intention to buy or people who are interested in strolling around?
Such questions can be answered with the help of location analyses, frequency data or similar tools. These measures help you to choose the right location based on more than just a gut feeling.
Choose a systematic showroom location: Use synergy effects
In addition to the target group structure, it is also worth taking a look at the neighborhood: Are there complementary offers in the area that match your own product range? A high-quality showroom in the vicinity of furniture stores, kitchen studios or design stores can create targeted synergies. However, the prerequisite is that the concepts appeal to a similar target group.
We at Showme Stores are following this path: When allocating space, we pay attention to target group fit and environment. Retailers can choose from different locations and, if desired, receive support in selecting an environment that suits their own brand and product experience.
Showroom location Selection factors: Space, equipment, rental costs
A low price per square meter sounds good, but the overall package is decisive for a good showroom location. The better the location and facilities, the higher the rent, ancillary costs and operating costs will usually be. To ensure that the showroom remains profitable, retailers should pay attention to the following points:
- Choose a suitable area: Neither too small nor oversized, ideally with room for growth.
- Check scalability: Can the space be expanded or flexibly adapted as required?
- Technical infrastructure: electricity, internet, lighting should be available or easy to retrofit.
- Energy-efficient equipment: Do not underestimate the costs of air conditioning and lighting.
- Transparent ancillary costs: cleaning, maintenance, communal areas clearly regulated or included?
- Harmonious room concept: Customers should feel comfortable. Furnishings and atmosphere influence the shopping experience.
This is exactly what our Showme Stores showrooms offer – a homely design, with a modern café lounge and well thought-out furnishings at fair conditions and clearly calculable costs.
Infrastructure & technology – underestimated success factors
No matter how well located a showroom may be, if the technical infrastructure is not right, you have a problem. That’s why you should carefully examine even the seemingly obvious basics:
- Stable internet connection: WLAN and fiber optics are essential for consulting, POS systems and online integration.
- Mobile phone reception: Not always a given, especially in rural locations.
- Power supply & sockets: essential for lighting, presentation technology and digital tools.
- Accessibility: wide doors, step-free access and – increasingly important – digital accessibility.
- Storage or ancillary areas: Depending on the product type, helpful for packaging, material or accessories.
If you want to present your products effectively, you should clarify all these points in advance – otherwise a potential advantage can quickly turn into a costly disadvantage. When it comes to planning and furnishing, experts such as interior designers are happy to provide practical tips on showroom design – in such a way that technology, advice and brand experience work together perfectly.
Keeping an eye on trends & urban development at the showroom location
A showroom location should not only meet current needs, but also offer long-term potential. Because cities are changing. City center locations are becoming less attractive, while B-locations, retail parks and mixed-use areas are increasingly being upgraded. Those who focus on up-and-coming districts at an early stage can secure valuable locational advantages. It is important not only to follow trends, but also to consider them in your own concept, for example through targeted local marketing or cooperation in the surrounding area.
Check legal and structural framework conditions
Even if you are renting an existing showroom location, the legal and structural framework conditions should be checked carefully beforehand. Pay particular attention to:
- Rights of use and contract details: Are you allowed to present your products as planned? What is regulated in the rental agreement, such as the term, use of space or dismantling obligations?
- Parking space regulations and accessibility: Are there enough customer parking spaces? Are barrier-free entrances available?
- Structural freedom: Do you need permits for advertising materials, signage systems or small conversions?
- Building regulations and standards: What regulations apply to sanitary facilities, lighting or technical installations?
Especially if you want to present your brand in a high-quality way, the space should not only fit the concept visually, but also legally.
A well-chosen showroom location combines accessibility, proximity to the target group, facilities and legal security. Those who think long-term not only pay attention to location and price, but also to expandability and future potential. At Showme Stores, we offer the right infrastructure for this – with flexible spaces, well thought-out locations and experience in co-retail.
