California Closets uses Elo screens to integrate its Showroom concept 2.0

This retailer has implemented a new strategy in its chain of establishments that includes the installation of touch tables. These are equipped with screens 42 y 46 Elo inches, that interact dynamically with customers.

California Closets has reinvented and revitalized its stores with a strategic approach that includes new AV experiences. The retailer and manufacturer of furniture and home organization solutions has introduced a new store concept called Showroom 2.0. The purpose of the new showrooms is to provide buyers with a technology-driven experience.

As the brand seeks a unified approach for its stores, all of the retailer's sales remain bespoke. This makes it impossible for a showroom to display all the options and designs available..

In the past, sales associates/designers trusted what was displayed in the store, in printed brochures and in a large number of digital photographs housed in various locations in the establishments to show customers the full breadth of their capabilities.

To carry out the implementation of your AV experience, California Closets partnered with Creative Realities which has installed a table in all its stores that allows customer interaction. At the moment, 62 of the 140 Retailer locations have been updated to their Showroom strategy 2.0 and they have the experience of the interactive table, support that has been built using the touch screens of 42 y 46 of Link Touch. By the end of the year, The retailer hopes this initiative has spread to 110 of their franchises.

The touch screens are mounted in a style reminiscent of a mid-century drafting table and are designed to cater to both customers who want a guided experience with a designer, as well as more tech-savvy shoppers who prefer to browse on their own.

In addition to introducing technology in the store, Showroom 2.0 has defined an important strategic alignment for the brand. Traditionally, showrooms were connected to a production facility, located in an industrial part of the city. Under the new model, stores are relocating to shopping centers that align with the brand's demographics.