Into selling in recent years has come a most efficient method of proving just how a specific rug or carpet will look in combination with other furnishing elements. This is the ensemble or group method, for the word "ensemble" means an assembling or grouping.
Whether it be the simplest kind of ensemble, displaying only the rug or carpet, with lengths of drapery and upholstery fabrics, and built by the salesman before the eyes of the customer; or the most complete and elaborate form, the model room, the ensemble method has these outstanding advantages:
1. It develops interest.—The mere physical operation of building the simpler display before the customer, arouses interest because it involves action. Selection of items and addition of each element in the group adds to the interest.
2. It carries conviction.—Conversation as to combinations of colors and designs, and resulting effects are interesting, but an ensemble display of actual merchandise in the colors and designs actually available, visualizes the accomplished effect for those who cannot visualize them mentally. And few can.
3. It concentrates attention upon the specific rug or carpet, narrows down the possibilities of choice and tends to hasten decisions.
4. It stimulates action and tends to close the sale by spot-lighting the specific fabrics favorably as the basis for achieving the desired beauty of color, design, and harmony which is the objective of the customer. It presents the solution to a specific problem in terms of actual merchandise. The same factors operate in pointing out the pleasing effects achieved in model rooms.
American Furniture Mart Photograph.
Figure 36.—Living room grouping of upholstered and occasional pieces. Among the interesting details are the low relief carving on the apron of the upholstered chair, the black iron-type drawer pulls, the carving on the base of the desk, and the neatly turned desk chair. The hooked multicolor Axminster rug is worked in shades of beige, red, blue, and green. The brass, double-candle desk lamp is a practical accessory.
Ensemble selling presupposes a knowledge of the way in which available materials may be used effectively. Various pleasing schemes should be worked out with the basic rug and carpet stock colors and designs as the foundation of the schemes. Lengths of drapery and upholstery fabrics and wall coverings suitable for use with each basic rug or carpet color may be selected to provide effective and pleasing results.