Not being an outdoor enthusiast, the idea of visiting a camping supply store filled me with dread. My sons, who were Boy Scouts, requested the outing. As we approached the doors, I tensed. This was not going to be my usual, fun, shopping trip. And I knew nothing about the products!
Imagine my surprise upon entering a Cabela’s for the first time. Vignettes of cozy campsites, woodsy river settings and mountainous terrain featured products never imagined. I wandered through the store in awe of the variety of selections. It was a Disneyland of hunting, fishing, camping and boating supplies!
It is easy to relate that people may enter funeral homes with similar tension or dread. Selection rooms have been known to cause complete break-downs. Here lies the problem: How does one design a selection room to 1) educate consumers on selection possibilities, 2) provide an effective sales tool for funeral directors, and 3) make the process comfortable for families?
Jay Brinker, the Retail Solutions Director for Aurora-Matthews, has worked on this issue for over 17 years. “We start by assessing the property from the moment we pull into their driveway. Our goal is to create a cohesive flow throughout their facility so that there is a gentle transition into the selection room. Ambiance and great lighting are seriously important features.”
Brinker’s design instincts tell him that as each funeral home has a unique personality, each family does, too. He avoids cookie-cutter designs and works to find the best solutions for each funeral home. Over the years, he has created great selection room solutions by asking:
• What is the first thing families see when they walk in (funeral home/selection room/entry)?
• What is the first thing you want families to see or know about your business?
• How much merchandise do you want to show?
• How would you describe the customer base? (economics/associations/spiritual)
• Would it help traffic flow to have a combined selection-consultation room?
• Are you and your families responsive to technology?
• Is your facility well-lit or shadowy?
Just as you honor families with outstanding service, honor visitors with a range of merchandise selections. As an example, when purchasing a family car, many of us consider the dealer’s offerings then decide the features we want. It’s the same with caskets, urns and cremation jewelry. High quality items along with middle-priced and economy pieces offer real choices plus an effective means to connect families with features and benefits.
10 Ways to Create a Great Selection Room:
1. Feature a broad range of price points to allow families to choose what appeals to their sense of value and design.
2. Use calming paint colors (teal or rust may be appropriate) and quiet carpet choices.
3. Bright lighting attracts attention. Put a spotlight on new products!
4. Offer packages which show graphics (photos of a grandfather fishing)
5. Utilize display space based on customer sales. A 50% cremation rate suggests that 50% of selection room should be geared toward those type of services.
6. Employ technology – virtual displays expand merchandise options without using floor or wall space.
7. Whether or not full-size products are used, position so displays are unobstructed and visually attractive.
8. Avoid Costco-type marketing displays which scream “PRICE”.
9. Update merchandise. Would you want to buy a brand new 10-year-old suit?
10. Think of display space as an ‘art gallery’ of customer choices.
Brinker stressed that a selection room should work with the flow of a facility. When making facility changes, ensure that families see the best of what you offer from the front door on. A strong visual impact remains with each person who visits your funeral home. And, that mental image serves as point of reference – good or bad – for future funeral decisions.
Just as Cabela’s surprised me with attractive, inviting displays, it is equally possible to do the same with your selection room. Go ahead – surprise visitors with beautiful displays – and perhaps surprise yourself with increased revenue from folks who didn’t plan to buy.