Converting sales in the digital age: The power of virtual showrooms

Sarah Goldsmith | Sustainability, | Articles

The use of virtual showrooms has surged in recent years, driven by technological advancements and shifts in consumer behaviour. These showrooms have shown great effectiveness in converting customers into orders, leading to notable increases in conversion rates.

In addition to enhancing sales, virtual showrooms also reduce the need for travel—thereby cutting CO2 emissions—provide a global reach, and save time, all while delivering a fully immersive experience.

…helps to increase the conversion rate of orders by over 80%.

In this article, we’ll explore how various industries are benefiting from virtual showroom practices. We’ll specifically highlight how Borg & Overström enables customers to virtually explore our range of drinking water dispensers and integrated tap systems. This approach helps customers gain confidence in our products and services, resulting in a shorter sales cycle.

Boost in sales conversions

The adoption of virtual showrooms increased drastically during the COVID-19 pandemic. A study found that 70% of businesses increased their use of digital tools, including virtual showrooms, during this time, to maintain operations and engage customers remotely. Whilst out of the pandemic now, this tool has continued to flourish.

Many industries have noted a strong engagement from customers with virtual showrooms and evidence has shown that they have contributed to a high conversion rate.

The automotive industry has seen a significant uptake in virtual showroom use and according to a report by Capgemini, 80% of car buyers prefer to do their research online and virtual showrooms have become a key tool in this process.

Customers who participate in virtual tours are more likely to schedule a test drive or make a direct purchase.

Virtual showroom at Borg &b Overström. Woman demonstrating integrated tap dispensers.

In the real estate sector, virtual tours, a form of virtual showroom, have become increasingly popular. Zillow reported that 69% of home buyers are more likely to engage with a real estate listing that includes a virtual tour.

A survey by Accenture found that 63% of consumers prefer brands that offer personalised experiences, which virtual showrooms can provide through customised tours and product interactions.

Virtual showroom at Borg &b Overström. Woman demonstrating filtered water dispensers.

At Borg & Overström we have noticed that by bringing our distributors onto a showroom virtual call, along with their customers, this helps to increase the conversion rate of orders by over 80%.

This boost is largely due to the interactive and immersive nature of our virtual showroom, where we’re able to offer a more engaging experience than static websites or product listings.

Guided product tours led by our sales representatives help bridge the gap between virtual and physical experiences. Customers have remarked that viewing our product range virtually, zooming in and exploring products from every angle, feels just as effective as seeing them in person, boosting their confidence in making purchasing decisions. Our virtual showroom has also shortened the sales cycle by allowing customers to make decisions more quickly, since they can explore products in detail without the need for physical visits, the time between initial interest and orders is often reduced.

Broader, more sustainable reach

Traditional showrooms often require customers, sales teams, and other stakeholders to travel long distances, sometimes across countries or even continents, to view products. This not only incurs substantial travel expenses but also contributes to a significant carbon footprint. It’s estimated that up to 70% of carbon emissions could be attributed to business travel.*

Virtual showrooms eliminate the need for physical travel by bringing the showroom experience directly to the customer’s device. Customers can explore products from the comfort of their own homes or offices, which reduces the need for flights, car rides, and other forms of travel that contribute to CO2 emissions. By shifting to virtual showrooms, companies can align themselves with the growing demand for sustainable practices while also saving on travel-related costs.

Conclusion

Virtual showroom tours are highly effective in converting customers to orders, with significant improvements in conversion rates, customer engagement, and satisfaction. By providing an immersive and interactive experience, virtual showrooms help customers make confident purchasing decisions, leading to higher sales and shorter sales cycles. As more industries adopt this technology, the success of virtual showroom tours in driving conversions is likely to continue growing. Additionally, these virtual experiences contribute to sustainability by minimising the need for international travel and allowing businesses to achieve a global presence.

If you’d like to take your customer orders over the line on a virtual showroom call, please reach out to our sales team.

Book a virtual showroom demo