Glenbright Lab
Testing what actually helps Irish showrooms win customers, before it reaches a single client.
Research by Graeme Fennell, founder of Glenbright.
Why the Lab exists
Technology is changing how people choose a showroom faster than most showrooms can keep up. Some of it is genuinely useful. A lot of it is hype. The Lab is where I test what's worth keeping, on real Irish showrooms, before I recommend anything.
The work covers the whole customer experience: how showrooms are found, their reputation, how enquiries are handled and followed up, and the systems that help showroom teams give better service.
How it works
1. Test. Run the same tests, the same way, again and again, and log everything.
2. Learn. Look for patterns, not one-off results.
3. Apply. Work out whether a finding can actually improve the customer's or the team's experience.
4. Prove, then offer. Only what clearly helps showrooms moves into Glenbright's services, and useful lessons are shared with the trade. Most ideas won't make the cut, and that's the point.
What the Lab stands for
People stay at the front. Anything tested has to free up time for customers, not replace the people who look after them.
Built for Irish showrooms. Irish towns, Irish customers, Irish rules.
Show the work. Methods, dates and screenshots, so anyone can check them.
No hype. If something doesn't work, I say so.
Current experiment: how showrooms are found by ChatGPT and Google
More homeowners now ask ChatGPT or Google's AI to recommend a showroom. The answer usually names two or three. Everyone else is invisible. The Lab is running the first study of this in Ireland: the Irish Showroom Index. It tests what these tools say about kitchen, bedroom and bathroom showrooms, town by town, and what the showrooms that get recommended have in common.
- What it covers: Google and Google Maps; reviews and your reputation online; what ChatGPT and other AI tools say about you; and the path from being found to picking up the phone.
- The aim isn't to chase rankings for their own sake. It's to understand what customers see, find what's getting in the way, and make practical improvements that help the showroom team have better conversations.
- Early pattern (Kildare, October 2026, a small sample, more runs to come): the showrooms ChatGPT recommended first had strong ratings with a solid number of reviews, and specific detail on their own websites for it to quote.
- One search tells you very little. When I asked the same question twice, the order of the showrooms changed. So the Lab runs every question more than once and reports patterns, not single results.
Pilot showrooms get their Showroom Score tracked over time, monthly findings with the next fixes, a say in what the Lab tests next, and founding pilot terms in return for honest feedback and permission to share results (named only with your OK).
Join a pilotBeing tested next: a quote they actually read
Instead of a PDF, each customer gets their own private page: their design, three clear options with prices, what's included, and a "Yes, let's go" button. The designer gets a note when they look at it, so the next call lands at the right moment.
It's in the Lab, not yet an offer. It only moves into Glenbright's services if it clearly helps showrooms win more orders.
Example only. Hawthorn Kitchens, Sinéad, Paul and the prices are made up.
What's next for the Lab
Visibility is just the first test. Next, the Lab will look at what happens after a homeowner gets in touch: how fast enquiries are answered, how quotes are followed up, and what makes a customer say yes.
For press: I'm happy to share findings and methods. Email hello@glenbright.ie.