Volume 1 in our 9-part “Vertical Vision” blog series, spotlighting the unique commerce + content needs of the nine industries Unilog proudly serves.
I’ll be the first to say it—I am not a decorative plumbing and hardware showroom veteran. I have not spent decades guiding homeowners through finishes or managing builder and/or designer specs. But I recently had the opportunity to spend time with one of our Unilog customers, Bath Barn in Lititz, PA, and hear firsthand from their VP, Cody Hoover, about how they are embracing digital tools in the showroom space. That conversation, along with insights from our own Unilog COO Ace Rosenstein, has informed how we think about digital transformation for the showroom space.
In short, it is not about replacing the value of the showroom. It’s about giving it new superpowers.
Adam Cusumano with Cody Hoover of Bath Barn
‘eConvenience’ vs. eCommerce
When I asked Ace what sets this market apart, he said:
“These businesses aren’t trying to deliver an Amazon-like checkout experience. They are trying to serve their customers better with better information, better tools, and a better handoff from online to in-person buying journeys. The role of a showroom isn’t going away. These products are ‘sold’ versus ‘purchased.’ That, Amazon can’t compete with.”
That sentiment echoed what I saw reflected in the field. Decorative showrooms still win on service. But increasingly, that service starts online.
As Cody from Bath Barn put it:
“We want customers to explore and get inspired before they even step inside. In fact, we can even showcase so much more of our full offering online in creative ways. When the customer does come in, we can spend our time together refining and guiding, not starting from scratch.”
The Wish List is the New Showroom Entry Point
Before launching their digital showroom, Cody described a familiar kind of chaos:
“We had customers texting screenshots, emailing random links, which it made it really hard to keep track of product details and preferences. It wasn’t uncommon for a customer to unintentionally send in the requested item, resulting in the wrong part to be ordered, and causing a refund to be issued, etc.”
Now:
“Customers can build a wish list on our site, and we turn that into a sleek, branded proposal with specs, images, and personalized pricing. It cuts down on the ambiguity and can even track conversations and changes that are made throughout the buying journey. It’s professional and efficient—for them and for us.”
He added:
“Our team used to create proposals manually and then semi-automated through a Microsoft Word document, but now everything is streamlined, accurate, and easy to update. It’s been a game changer for our workflow.”
The takeaway? Digital tools aren’t replacing the in-store consultation. They’re reinforcing it, making it easier for customers to prep, and easier for staff to shine.
Where the Friction Was—and What’s Changing
Across the discussions I had with Cody and others, four consistent pain points surfaced for showrooms.
Disorganized Product Content
Between thousands of suppliers and mismatched finish names, building a clean online catalog isn’t easy. That’s where enriched, standardized content—and the right content partner—makes a difference.
Complicated Quoting
Finish options, rough-ins, and pricing nuances mean quoting isn’t one-click simple. Smarter tools are helping teams build accurate, visually polished proposals without rework.
Weak Digital Footprints
Many showroom sites were glorified brochures. Now they’re evolving into fully functional digital showrooms with curated catalogs, inspiration galleries, virtual design consultation workflows, account services, and quoting workflows built for the way these teams sell.
Pricing that Reflects the Real World
Showrooms need to stay current with supplier vendor feeds and flexible pricing logic. Tools that support this flexibility are becoming essential.
What’s Clear: Digital Doesn’t Replace the Showroom, It Reinforces It
Ace said it best:
“The role of the showroom is never going away. But the ones who thrive are those who give customers an option to start the journey online, and make that journey smooth, inspiring, and connected. Showrooms help homeowners through the process and stages of inspiration to information and then installation.”
For showrooms navigating what’s next, the path isn’t about abandoning the in-person experience. It’s about making that experience more powerful by supporting it online, and giving your teams the tools to follow through…beautifully.
Stay tuned for upcoming volumes in my Vertical Vision series, where we’ll explore digital product content and commerce transformation across key verticals such as HVAC, Electrical, Construction Materials, and more.
