Internet, unbelievably so, is still transforming how we live and creating revolutions in almost every aspect of the human experience. From their engagement in social relationships, to their approach to education and religious practices, to their buying attitudes and behaviors, today’s adults in every age group are radically different than the adults of even just a decade ago. And society must shift to meet these trends.
One result of this revolution is the impact it has had on how adults and companies spend their dollars. In 2018, millennials (those born from the late 1980s on), maintain the strongest presence online coupled with the greatest buying power. And their attitudes differ in significant ways from their predecessors in Gen-X (born from the mid-1960s to early 1980s). These attitudes are responsible in part for the current trends in buyer behavior. Broadly speaking, millennials are experience-seekers, whereas Gen-Xers prefer investing in tangible and practical products. The former group is more socially connected than the latter, and they continually seek new ways to stay connected. This generation pursues novelty and challenge and does not view “shopping” the same way that their parents do. These personal and collective qualities not only typify individual purchasing, but also business to business transactions.
Two trends born of the marriage of tech advances and generational divergence have been viewed as problematic for businesses. Showrooming is the practice of buyers or investors visiting a brick-and-mortar location to see and feel products before they invest. The buyers then go home with a wish list and shop online for the lowest price, often purchasing the preferred or similar product from a competitor. This behavior has caused panic for some businesses, and one reaction has been to incorporate methods to counteract showrooming. The result in part has been webrooming.
Webrooming occurs when buyers choose to browse online first, researching products in advance and seeking advice of friends and family, and then entering a physical location to make the purchase or business transaction. While there are different motivations for each behavior, buyers have a few things in common: they want to find a cost-effective solution, and they want the sensory experience of the product before they invest. And while these behaviors have disrupted the retail and B2B communities, it has also led to some ground-breaking methods to satisfy today’s savvy consumers while offering exceptional service and products.
Addressing these challenges has led to yet another exciting innovation at Element Designs: the Showroom Design Center. When clients talk, Element Designs listens, and the Design Center was created to integrate the qualities of ever-evolving buyer behavior with Element Designs’ commitment to exceptional service. The structure combines physical samples with technology in a showroom environment. Each display provides sensory experiences in which clients can touch and see their options, and it offers engagement made possible by virtual design tools recently pioneered in the building and design industry. Element Designs realizes the world doesn’t stand still, and if we hope to meet the needs of clients of all ages, neither should we.
To learn about the Showroom Design Center, contact an Element Designs sales representative or authorized distributor for more information about how to become an authorized showroom location. To learn about Element Designs products and innovations, or to find an authorized showroom location, visit our websitetoday.
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