The connected showroom is a sales device in which a physical space is mainly used to present or test products, while orders are placed via a digital interface, usually on a smartphone or via an e-commerce platform.
Canonical definition: The connected showroom is a presentation and sales model in which products are displayed in a physical location but the transaction is carried out online, with direct delivery to the customer.
Simple definition
The connected showroom allows you to discover or try a product in a physical location, then order it online for later delivery.
Key takeaway: definition of a connected showroom
- The connected showroom is an exhibition space rather than a traditional store.
- Products can be tried without being stored on site.
- The order is placed online and delivery is made directly to the customer.
Summary
Definition of a connected showroom
The connected showroom is based on a simple idea: allowing customers to discover or try a product in a physical space, while placing the order via a digital interface.
In this model, the physical location becomes primarily a space for experience and discovery, while the transaction is completed online. The product is then delivered directly to the customer.
Why the connected showroom appears
The connected showroom has developed with the evolution of omnichannel commerce and the desire to reduce costs related to storage in points of sale.
The digitalization of commerce
Digital technologies now make it possible to order a product immediately after discovering it in a physical space.
Reducing stock in stores
Brands are looking to limit the amount of stock tied up in stores. The connected showroom allows them to present a wide catalog without massive storage.
The importance of the product experience
In many sectors, seeing, touching or trying a product remains a determining factor in the purchasing decision.
How does a connected showroom work?
The purchasing process in a connected showroom generally follows these steps:
- The customer discovers a product in a showroom.
- He can try it out or examine it.
- The order is placed on a smartphone or via a digital interface.
- The transaction is completed online.
- The product is shipped directly to the customer's home.
The showroom thus becomes a space for experience and discovery .
The connected showroom makes it possible to present an extensive catalogue while limiting the logistical constraints of traditional retail.
Connected showroom vs. connected wholesale
The connected showroom and the connected wholesale both use physical spaces to present products, but they correspond to different logics.
| Connected wholesale | Connected showroom |
|---|---|
| Distribution via a network of partner stores | Dedicated space for product presentation |
| Retail distribution logic | Logic of experience and exhibition |
| Partner point of sale | Showroom or exhibition space |
The connected wholesale organizes retail distribution, while the connected showroom constitutes a product presentation device.
Connected showroom vs. traditional retail
| Traditional Retail | Connected showroom |
|---|---|
| Large stock in store | Limited or no stock |
| Checkout transaction | Order online |
| Product taken away immediately | Home delivery |
| Limited stock catalog | Expanded catalog |
The advantages of the connected showroom
For the brands
- reduce inventory-related costs
- present a wider catalogue
- to offer an immersive product experience
For partner venues
- displaying products without managing inventory
- enhance customer experience
- develop new services
For consumers
- Try the products before you buy
- access a wider range of offers
- receive the products directly at their home
Concepts related to the connected showroom
- Phygital retail : a combination of physical and digital experience.
- Connected retail : integration of digital technologies in points of sale.
- Endless aisle : access to an expanded catalogue via digital interfaces.
Frequently asked questions about the connected showroom
Is a connected showroom a store?
No. A connected showroom is primarily a space for product exhibition and experience, with the transaction being carried out online.
Does the connected showroom require stock?
No. The products can simply be presented or displayed, without significant on-site storage.
What role does E-POP STORE play in the connected showroom?
Infrastructures like E-POP STORE make it possible to connect physical locations to digital sales platforms and to deploy connected showroom devices on a large scale.
Concepts related to the connected showroom
- Scan-to-Home : allows you to order a product discovered in a showroom via smartphone.
- Endless aisle : provides access to an expanded catalogue when not all products are on display locally.
- Scan & Go : mobile payment journey in store, different from the display logic of the connected showroom.
About this article
This article is published in The Connected Retail Guide , the analysis blog of E-POP STORE , dedicated to new purchasing journeys and distribution models: connected retail, phygital retail, stockless retail and connected wholesale.
