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LIGHTING
  THE FIRST ENTRANCE INTO THE STORE NEEDS TO BE APPEALING. DEVELOP ROOMS WITH STORIES. ADD PILLOWS AND WALL DECOR. IT’S A FASHION THING.
— Paul  ompson
share them with you so you can share images of how certain lighting  xtures look when already in the home. Pictures help to show scale, and scale is everything. Other ways to show scale include using standard dimension sheets or a virtual presentation where you can draw the lighting  xture into a picture of a room in the customer’s home.
DF: How can retailers leverage their relationships with manufacturers?
PT: Look to your vendor and see what kind of education is provided. Lighting reps are probably some of the most trained reps in the business. They need to understand a lot that is really mechanical. Manufacturers’ online catalogs are often expertly styled. They’ll showcase beautiful lifestyle photography that can help you paint a picture for your customer.
Take note of merchandising displays in vendor showrooms and take ideas back to your store. Some corporate and rep showrooms will mock up rooms to scale. They’ve done the research and the staging.
USE SMALL TABLES AS RISERS TO FEATURE TABLE LAMPS AT DIFFERENT HEIGHT LEVELS. (Previous Page)
SHOWCASE LIGHTING WITH DECORATIVE ELEMENTS SUCH AS TABLETOP TO CREATE A MULTI-CATEGORY MERCHANDISING VIGNETTE. (Right)
DF: Final thoughts on what consumers are looking for in lighting today?
PT: Today the consumer is more informed. Who doesn’t have a designer friend these days? We are more aesthetically aware and better educated about home design. And, consumers understand quality.
It still comes down to form and function. That goes for anything in home design. Each piece has a function, and you need to understand how that form will integrate into a consumer’s life.
Paul Thompson will host two tours at Lightovation where he will guide American Lighting Association members to showrooms that exemplify the important trends and presentations to o er their customers. Check your directory for dates and times.
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