News

Pella Windows & Doors expanding experience centers nationwide

Photo courtesy of Pella.

September 12, 2019

Pella Windows & Doors is redesigning more than 200 stores and launching more experience centers across the country in the next three years. The centers are aimed at making shopping easier, more personalized and more enjoyable, according to a press release. Currently the retailer has 16 centers open in several markets, including Houston,Texas and Lexington, Kentucky. It aims to have 32 by year's end.

"Working with our best-in-class partners we did extensive research to understand how to best serve our customers as we began to reimagine our store experience as an extension of our brand," said Emily Videtto, chief marketing officer and vice president, Pella Corporation, in the release. "Our research not only validated that physical stores are still important but indicated that there was an opportunity to make shopping for windows and doors more personalized and experiential."

The centers are staffed with brand ambassadors who can personalize product selections and curate product comparisons based on a customer's style or based on customers preferences which have been learned during online configuration options or in-home meetings with design consultants.

"We’re working with our customers to build a relationship online that seamlessly transitions to our physical stores. Eighty percent of our customers are going online as part of their purchase experience and more than fifty percent visit a showroom,” said Stephanie Haywood, omnichannel manager, Pella Corp., in the release. "We have seen a clear shift from people wanting information to people wanting to experience something as part of their decision process — especially when it comes to their home. They want to shop in a way that is personal, high-touch and enjoyable."