IN STORE AT ORIGINAL STYLE


“Our website is essential as it allows us to show our clients the vast choice of products we offer – and we offer thousands – both as individual reference shots and in-situ, inspiring photos of real rooms and installations.


“Not everyone is able to imagine what the final result of using our products in their home will look like, so we try to make it as easy for them as possible, by using a mix of inspiring imagery and modern IT solutions. The strategy behind our online presence is strongly focused on helping our customers visualise the look they wish to achieve. Our websites and social media accounts are therefore heavily image-driven.”


Design is very much a key focus for Original Style and it is therefore vital that its design team consistently keeps up with current trends and changes in technology.


As keeping up with trends is an imperative aspect of the business, it is crucial that this is reflected throughout the company’s own showrooms. With this in mind, Henry explained that the company aims to change the window displays every six months, but, of course, it also depends on new product development schedules, trends and styles and it is keen to remain flexible.


In order to maximise the effectiveness of its product displays in its showrooms, the team ensures that they pick products and designs that are achievable and realistic, but also showcase the many possibilities that are available from the wide range of products on offer.


The company has an extensive team of staff committed to ensuring a personal and professional customer service experience, with 22 members in the Retail division alone and over 220 employees in total. All of the retail staff have attended in-depth training sessions and are well equipped to offer advice on all aspects of tiling, from choosing the right product for a home installation, right through to after care. Original Style also has an in-house development team, making it possible for the business to work with customer specifications and offer advice to help them create bespoke designs.


“We want our clients to feel completely


at home, even in te largest and brightest of spaces. We try to support tem by ensuring tat tey are able to visualise


teir own space, as it will look in te end, when te tiles are installed.”


Focusing on the layout of the showrooms, Henry said: “While colour consistency and logo prominence are important, we focus primarily on the customer experience and not our brand.


“We want our clients to feel completely at home, even in the largest and brightest of spaces. We try to support them by ensuring that they are able to visualise their own space, as it will look in the end, when the tiles are installed.


Henry explained: “We check Pinterest and Houzz on a daily basis. We follow digital influencers, keep in touch with trendsetters and, most of all, we listen to our designers as well as our clients! We also read and subscribe to design magazines and visit chosen shows, such as Cersaie (Italy) and Coverings (USA) plus various other smaller trade shows.


“We definitely keep up with new technology – it’s important if you’re a manufacturer. It’s not only about machinery and what we can do with tiles, though. It’s also about visualising services and the way we present our products to the public online.


“We continually embrace change – we believe it helps us grow. Having said that, we also never forget the power of traditional skills. That’s why some of our tiles are hand-crafted and painted by local Devon-based artists.”


20 | Tomorrow’s Retail Floors


“Adding to that, we can offer a 3D experience using the newest technology, so that once the patterns and colours are picked, our ViSoft technician can show the customer what their room will look like in a rendered version of their room. Not everyone is a designer or has sufficient imagination – we understand that completely.”


Despite already supplying to a large network of retailers and having two showrooms, it cannot be denied that the brand lacks ambition with plans to expand its outlet even further.


Henry concluded: “Our showrooms have been very successful and we would love to build on this by opening more stores in the future. We like to pick our locations carefully, taking into consideration a number of different factors so watch this space!”


www.originalstyle.com www.tomorrowsretailfloors.com


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