Consumers were already migrating to online shopping when COVID struck. Then, seemingly overnight, transactional websites became a critical lifeline for customers and storeowners.
Now, taking it to the next level, BrandSource’s Luxury Appliance Committee, comprised of large and small retailers, is rolling out a multi-pronged initiative to target the designer, builder and specifier market — traditionally the largest sales channel for high-end white goods.
The effort includes the creation of brand-specific microsites to which dealers can direct their commercial partners. These ancillary sites, now under construction, present rich lifestyle content, provide lead generation and offer a chat feature for further engagement.
In addition, BrandSource is bringing dealers and premium-tier vendors together to develop a series of in-store events and training sessions for the designer community. The exclusive sessions will acquaint designers with the product line and forge close ties with BrandSource members while accruing education credits for these valued guests.