The following is a preview from the upcoming October 2018 issue of The Scoop, the quarterly printed magazine for Dal-Tile team members. The issue will mail to team members’ home addresses and be posted in PDF format to myMohawk next month.
Dal-Tile’s Design Service Centers (DSCs) may be just a single part of our business strategy, but collectively they’re demonstrating how important one thing can be to creating a big success.
The DSC remerchandising program was introduced within Dal-Tile in 2015 to create design-focused, easy-to-navigate showrooms in our Sales Service Centers and to elevate the customer’s interaction with our product brands. As a concept focused on serving both the trade and consumers, DSCs are staffed by Design Consultants with backgrounds in interior design who provide exceptional guidance and support to customers.
The process of transforming SSC showrooms varies by location, but the objective is to create a revitalized space with consistency. “Converting an existing showroom to a DSC depends on each space’s unique floorplan and display walls. But when completed, the space has the same design-focused look and feel as the other DSCs,” said Brian Smith, marketing manager. “Though each installation varies in complexity and duration, the Brand Marketing, Design and Construction teams work very closely together throughout the entire process.”
Customer events inspire return trips
The results have been apparent at the DSC in Portland, Ore., where an increase in foot traffic happened almost immediately. “Since our refresh, we’ve had very positive feedback on our new showroom; customers are very happy about the selection, the inspirational design boards and the service we provide,” said Portland DSC Showroom Consultant Patty Nielsen. “We are growing weekly, and we’re seeing more and more customers, contractors and retailers utilize our convenient location.”
She said the Portland DSC has hosted several events, which has caused many of the designers to return to select tile and slabs for client projects. “Once they’ve seen the new showroom and what it has to offer, we see them back to conduct business or work on a project,” Nielsen said. “The events take the success of the new format and multiply it.”
All of the DSCs are being encouraged to host customer events in the new spaces, which can help motivate the design community and the larger neighborhood to experience and utilize the new setup. “Customer events tap into a network that’s beneficial for the design community and for our business,” said Corinthia Runge, manager of Gallery and Showroom Operations. “These new spaces have much more to offer than a selection of tile. It’s a place to collaborate and be creative, as well as leverage our Design Consultants’ expertise.”
The result of these local efforts has helped make a broader impact on our business, as DSCs typically deliver double-digit sales growth over the prior year. With 46 DSC locations in operation or under construction, it adds up to a significant contribution to the bottom line.
This summer, the Daltile Plano (Texas) Sales Service Center became one of the latest SSCs to implement the changeover to the DSC format. The “strike team” who helped to make it happen included Dal-Tile team members (top row, from L to R) Ginga Guidroz, Holly Griggs, Brandon Brown, Marco Guitierrez, Christina Vrba, Tana Groat, Tina McCain, Beverleigh Botta, (bottom row, L to R) Gabrielle Thorn, Corinthia Runge, Kelsey Allen, Smith and Joseph Dhooghe.
Regional Operations Manager Luke Kennedy and Commercial Sales Manager Trevor Jenkins assisted the strike team working on setting up the new DSC showroom within the Salt Lake City SSC at the end of last year.
Daltile Plano SSC Manager Peter Boidock (center) checked out one of the new collaborative workspaces with teammates Todd Johnson and Jay Carrico.
Customer events have been pivotal in prompting designers to return to the Portland DSC to work on client projects.
In late August, the showroom at the West Palm Beach (Fla.) SSC underwent its transformation into the DSC format. The strike team completed the final touches to complete the changeover during a weekend.