Cyncly’s Alex Ainge: The showroom now starts online – what does this mean for KBB retailers?

Consumers are researching their own projects more rigorously than ever before – this presents KBB retailers with a significant opportunity, says Alex Ainge, Cyncly’s solutions group senior director.

There was a time when inspiration began the moment a customer stepped into a kitchen or bathroom showroom. They would walk around, touch and feel products, flick through brochures and talk to a salesperson.  Now, it often begins on a sofa, with a phone in hand.

Consumer behaviour has changed dramatically over the past decade. Before speaking to a designer or booking an appointment, homeowners are researching, comparing and, importantly, visualising their future space online. By the time they reach out to a retailer, they are often already halfway through their decision-making journey.

We can see this shift clearly in other industries. Take automotive. Buying a car used to mean visiting multiple dealerships, flicking through brochures and talking through options. Today, many customers start by building their dream car online. Do they want tinted windows? Yes. Metallic paint? Definitely. Upgraded alloys? Why not. They experiment, refine and personalise until they have created something that feels like theirs. Then they might book a test drive appointment, all before even talking to a single human being. By the time they step into a showroom, they are not starting the process, they are confirming it.

That same mindset is now shaping expectations in the kitchen and bathroom sector. Google’s Think with Google home improvement insights show that the customer journey is now firmly digital-first. Research indicates that over 80% of home improvement shoppers conduct online research before making a purchase decision, often across multiple sessions and touchpoints. Google also highlights that consumers revisit websites several times as they refine their preferences, meaning a significant portion of the decision-making process is completed online before any direct engagement with a retailer. In practical terms, this means customers are forming opinions, shortlisting businesses and deciding who to trust long before a design consultation or showroom visit is ever booked.

Demographics also play a role. Younger homeowners and professionals, particularly those who are used to seamless digital experiences in retail, travel and finance, increasingly expect to be able to explore, personalise and progress their purchase online. For them, a static website with a few images and a phone number feels outdated. At the same time, more traditional customers may still value face-to-face interaction, but even they are using online research as a starting point.

The question for KBB retailers is simple. If your digital presence does not reflect the quality of your showroom, are you missing out on an entire portion of your audience before you even know they exist?

This is where the idea of the digital showroom comes into its own.

A modern website is no longer just a place to showcase a handful of projects. It needs to work harder. It should allow customers to browse real products, gather ideas and start shaping their vision in a way that feels intuitive and engaging. In many ways, it should mirror the early stages of the in-store experience.

The challenge is that delivering this level of experience takes time, expertise and ongoing effort. For many independent retailers, who are already balancing sales, design and installation, building and maintaining a high-performing website can feel like a step too far.

At the same time, expectations are only increasing. Customers are used to platforms like IKEA, Wayfair and even fashion retailers, where they can explore options, save ideas and move seamlessly towards a purchase. That level of interaction is quickly becoming the benchmark.

This is where solutions like Cyncly Websites are starting to change the conversation. Rather than expecting retailers to become digital experts overnight, platforms like this are designed to shoulder the heavy lifting. The aim is to create a website that behaves less like a brochure and more like a working part of the sales process.

This is the capability that sets Cyncly Websites apart: shoppers upload a photo of their existing kitchen or bathroom and receive redesign concepts using the retailer’s actual product catalogue. 

By bringing together product browsing, AI inspiration tools and lead capture into one connected experience, the website becomes a place where customers can actively engage with a project, not just read about it. It also means that when an enquiry does come through, it is far more informed. Designers are not starting from scratch. They already have a sense of the customer’s style, preferences and intent.

That shift has a knock-on effect in the showroom. Conversations become more focused, more creative and ultimately more productive. Instead of explaining the basics, retailers can spend their time refining ideas and closing sales.

The bigger picture is this: the role of the website in the KBB sector has fundamentally changed. It is no longer just about visibility. It is about experience. Just as car buyers now build their ideal vehicle before ever stepping into a dealership, KBB customers are beginning to expect the same level of involvement in their own homes. They want to explore, experiment and buy into the dream early.

For retailers, the opportunity is significant. Those who embrace this shift can meet customers where they are, engage them earlier and guide them more effectively through the journey. The website’s job is not to close the sale – it is to earn the design consultation. Because today, the showroom does not begin at your shop’s front door. It begins the moment someone starts imagining what their home could become.