Showroom CRM That Sells, Not Stores
At a glance
CLIENT
Premium home-appliances showroom network (multi-state, trade & retail, design-center model)
SERVICE
- Core CRM re-platform, Showroom workflow design, API integrations, Data & dashboards, Enablement
INDUSTRY
- Consumer Retail / Home & Interior
For years the showrooms grew faster than their systems. Sales ran on email threads and spreadsheets, product info lived across vendor portals, and appointment notes were hard to find once the customer came back with a contractor or designer. Lead routing, sample requests, quotes and follow-ups all looked different by location. Leadership wanted one operational backbone that turned floor traffic and designer referrals into a predictable pipeline—with every interaction, image and spec sheet attached to a single customer record in real time.
LeanCoded rebuilt the selling core on Microsoft Dynamics 365 Sales with a showroom-ready data model (projects, spaces, brands, SKUs, finishes), mobile capture at the display wall, and guided follow-ups for quotes, holds and installs. We integrated vendor catalogs and price files via lightweight APIs, centralized assets (photos, drawings) in a governed library, and gave managers live visibility into appointments, conversion and aging. The result: faster quote turnaround, fewer “lost” interactions, and consistent KPIs across locations.
From Beautiful Displays to Measurable Pipeline
Why the legacy flow stalled sales.
Each showroom had its own way to log visitors, assign designers and track selections. Product changes (new series, finishes) arrived as PDFs and often lagged in spreadsheets, so quotes went out with outdated SKUs. Salespeople captured kitchen photos on phones, but those images rarely made it into a shared system, complicating later decisions on cut-outs, clearances and power. Managers couldn’t see drop-offs between first visit, sample request, quote, deposit and install. Marketing had no closed-loop view of which campaigns or partners (architects, builders) actually produced booked revenue.
What we changed in the core.
We standardized the selling journey in Dynamics 365: visit → appointment → project → quote → deposit → delivery/install → punch list. A showroom app logs traffic and associates images to the project on the spot (QR label on the display pulls up the right family/SKU). Vendors feed current SKUs, finishes and pricing into a normalized catalog; quotes assemble with one click and validate availability. Follow-ups are SLA-timed; when a designer is tagged, tasks and assets sync instantly. Dashboards show conversion and cycle times by location, brand and salesperson, letting managers rebalance effort before month-end.
Outcomes the Floor Team Felt in Week One
Sales staff stopped hunting email for measurements and photos because every artifact rides with the project record. Quote assembly shifted from “copy/paste a spreadsheet” to picking a curated package, adding options and generating a branded PDF while the customer is still in the gallery. Managers finally compare locations apples-to-apples: scheduled appointments, no-show rate, sample-to-quote conversion, deposit aging, install backlog. Typical effects after stabilization: quote turnaround reduced from days to hours, missed follow-ups down by double digits, and a clear uplift in designer-led deals because partner handoffs are now tracked, nudged and credited. The business can dial promotions by brand or finish and watch in near real time which offers turn into deposits.
Showroom data model
Vendor content in sync
Mobile capture at the wall
Guided follow-ups
One source of truth
Partner attribution
Ops guardrails
What the Business Gained
The client moved from “beautiful but blind” to data-driven selling. Quotes ship with current SKUs, finishes and availability; designers see the same record as sales; and managers steer the month using conversion and aging instead of anecdotes. The unified core cut manual re-entry, reduced pricing mistakes and made partner marketing accountable to revenue, not clicks.
- Faster quote turnaround
- Fewer missed follow-ups
- Clean SKU & price governance
- Photo/asset trail per project
- Location-level comparability
- Referral ROI visibility
What’s Next: From Core to Composable Experiences
With the CRM backbone stable, the next wave expands into a composable stack: headless product content to the web gallery, self-service portals for designers to request samples and track deliveries, and event-driven updates to scheduling and warehouse tools. We’ll add contribution-margin views to quotes (accessories, delivery, install complexity), expose inventory signals earlier, and pilot a “room kit” selector for faster upsell. Releases follow devops rhythms with automated checks and environment parity so floor teams never lose a Saturday to deployments. The goal is simple: speed decisions, remove rework and keep the selling experience as premium as the products.