Plumbing and building supplies merchant Fayers has presented the Lakes online showroom on its retail Just Add Water and trade site.

It is also the first independent merchant to launch the experience to trade customers.

Following two years of development, manufacturer of showering spaces Lakes launched its virtual showroom concept in July for merchant and retail stockists.

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The online platform allows Lakes products to be viewed and favourited, enables users to download joint-branded brochures and ask questions to showroom staff via chat and email.

Managing director and Fortis buying group category director Ken Beney said: “As a merchant and retailer, we often feature links to our trade partners and suppliers on our website, but these usually direct customers off our site and they don’t always come back to us to make a purchase.

“With the Lakes virtual showroom, we can offer our customers more product and technical information while keeping them within our site and hopefully securing the sale.

“As well as keeping traffic within our website and driving sales, the Lakes online showroom makes life easier for our staff as they can access it from our website – there’s no need to waste time logging in and out of websites. It’s a really exciting concept.”

Sales and marketing director of Lakes Mike Tattam added: “With the current physical restrictions on visits to showrooms, stockists are keen to capitalise on the growing online trend – and that’s where our online showroom platform can help our customers grow their business.

“By offering an enriched virtual shop window, that integrates with stockists’ existing facilities and staff and doesn’t substitute them, our stockists can engage with more potential buyers and help their sales and showroom staff turn interest into orders.”