Page 50 - Lighting Magazine April 2019

growing your busiNEss
lEft: Decorative hardware from Emtek and Vesta are displayed alongside lighting selections at Montreal Lighting to inspire customers to shop for other needs in their home.
right: Bar stools was the rst furniture category that Rick’s Lighting + Home brought into the showroom. That success led to an expansion in mirrors and larger furniture pieces.
“Today, both designers and consumers have ac- cess to any product at any price through various brick-and-mortar and online vendors. The only thing that can di erentiate us from the others is our service, so that is our rst priority. And when clients compliment us either personally or through online reviews, it motivates us even more.”
new and cHanGinG TacTics
Large-scale retailing has dramatically changed the landscape of how people shop. Remaining competi- tive means that showrooms need to strategically work with their suppliers to ensure the best prod- ucts and pricing for their customers. And they must educate themselves on what their customers want and what their competitors o er.
“We had to accept that these changes were go- ing to a ect our market and commit to learning and using the new technologies, as well as working very hard at giving white-glove service,” Naimer notes. “Beyond that, we like to make our showroom a very comfortable place for clients to spend their time. A co ee bar that o ers la es, bisco i, and other snacks is prominently located in the showroom. We also o er free wi and encourage clients to check the internet for products they are interested in while shopping in our space. Our store will match or beat any price they nd online. We even o er a
110-percent price match up to 30 days a er their purchase; this takes price out of their purchasing equation. Details of this policy are displayed promi- nently on our website. Our mo o is ‘Showroom shopping, online pricing.’”
At Rick’s in Charleston, Mappus says that being successful today requires a balance. “I’m a numbers guy,” he shares. “Before we embark on something new, our decisions have to make sense nancially. At the same time, we’ve built a loyal customer base who keep returning because they appreciate our o erings, a ention to detail, and personable cus- tomer service. Our valued and experienced sales sta greets customers with Southern hospitality and provide down-to-earth, approachable solutions for their shopping needs.”
One aspect that Rick’s does well is market- ing, thanks to his wife Cynthia’s strong public relations background — and it shows. The show- room is always abuzz with customers and their design projects. Rick’s has also hosted a few local radio shows and tries to be an asset to the commu- nity by supporting youth sports teams and charities.
“Charleston is growing so fast,” adds Cynthia Mappus. “We’ve had to expand and get more aggressive with our marketing. We advertise to maintain current customers and homebuilders, as well as introduce our showroom to people who are
46 enLIGHTenment Magazine | april 2019
www.enlightenmentmag.com