A
first-time winner of two Showroom of
the Year awards, Springhaus was built
as a full-service design center providing
northern Colorado with an experience it
has never seen before.
The 30,000-square-foot showroom allows lighting,
furniture and accessory purchases to be selected with other
elements of a project such as cabinetry, tile and flooring from
one location. Its large space and custom display methods
provide a fresh, new look to allow fixtures to stand alone and
be viewed without clutter. Springhaus’ merchandising strategy
is the brainchild of owner Alison Schuman, whose eye for
design makes the showroom a must-visit.
“Alison has a very unique taste that
I don’t think northern Colorado has
seen,” explains Marketing Director
Brittany Styacich. “It’s so eye-catching
to them that they just want to come
into our building and check everything
out. Our building was also delayed in
opening for a year and that pushed
a lot of things back, so to win the
merchandising award was even that
much more exciting.”
At Springhaus, they display product
by finish and style rather than by
brand to allow for a cohesive look and shopping experience.
The four style vignettes include Mountain Modern, Classic
Farmhouse, International and Traditional Elegance. These
vignettes allow buyers to visualize their home’s own unique
potential, plus browse product at a variety of price points all in
one spot.
The showroom’s investment in LED lighting is sizable as
well: A 50-foot-long hallway is dedicated to architectural linear
accent lighting, recessed track, trimless recessed cans and
step lights. Color-changing and color-tuning LED technologies
are showcased here to educate visiting architects, designers,
builders and homeowners.
Overall, Springhaus offers a real destination shopping
experience: Bringing lighting, cabinetry, flooring and furniture
together under one roof gives clients more confidence
in the selection process. Plus, there’s fun to be had! A
two-story circular slide, ping pong table and hanging chairs
in Springhaus’ “Swingers Lounge” allow customers playful
moments during their visit.VISON EXTENDED
This vision and approach comes across on the showroom’s
social media accounts as well. Styacich runs the social media,and armed with her experience as a
social media intern for Victoria’s Secret
during college, her knowledge and
passion translate to more business.
To make their social media efforts
work for them, Springhaus starts with
blogging, targeting long-tail keywords
to drive people to their website via
SEO. Then, they’ll take this information to find potential
customers via Instagram, Facebook, LinkedIn and email.
“An appealing blog post can really drive the important
click you need from that qualified potential shopper,”
Styacich explains. “Our targeted customers will find promo-
tional offers and upcoming events or sales in their social
media feed and inboxes.”
This digital strategy generates the traffic needed to drive
sales, plus word-of-mouth promotion from visitors sharing
their amazing shopping experience in Springhaus’ “Design
Playground.”
Springhaus hasn’t even been open for a year and has
already made an impact in its community and the industry
as a whole. But staying steadfast when faced with challenges
during the construction and development phase, and even
today, is what Styacich says is key to Springhaus’ success.
“My advice to other showrooms in this industry just starting
up is not to give up,” she says emphatically. “There are still
days that we doubt ourselves, but we just have to stay true to
who we are.”
And with two Showroom of the Year awards under their
belts — the first awards Springhaus has received — that
conviction is paying off. FLDhttp://www.furniturelightingdecor.com AUG.19 | 33SHOWROOM OF THE YEAR WINNERS E | 2019 0
THE FIRST DOUBLE AWARD WINNER
Outstanding Merchandising Display
and Social Media Star
Springhaus
Timnath, COSpringhaus
owner Alison
Schuman accepts
the Outstanding
Merchandising
Display award
(top), and Brittany
Styacich, Marketing
Director, accepts the
Social Media Star
award (bottom).“My advice to other
showrooms in this industry just
starting up is not to give up.
There are still days we doubt
ourselves but we just have to
stay true to who we are.”
— Brittany Styacich