Page 52 - enLIGHTenment Magazine - February 2017

retail sPotlight

lEft: Instead of a desig- are what helps you make layers of light to create a the experience that consumers have online. Light-
nated LED area, products pre y room for the customer,” he notes.
ing Expo will match Internet pricing and boldly
featuring the light source
can be found throughout “I love dealing with people,” Violante states, proclaims that fact on signage throughout the
adding, “I’m not a [behind-the-scenes] o ce desk showrooms. There are also prominent, bright
the showroom.
type.” Not surprisingly, he has had loyal customers hangtags that denote discounts and savings on
right: Accessories such follow him from when he worked for a di erent nearly every xture. “Some people really need to

as scented candles and lighting store before coming back to Lighting Expo. see that discount tag,” Violante explains. With the
gi -worthy photo frames
are pro table add-on “My customers are dedicated to me,” he admits. Internet always advertising bargain pricing, brick-
sales.
Violante also credits the Heyns for allowing him and-mortar showrooms like Lighting Expo worry

to grow. “I’ve always wanted to work for some- that customers have become so conditioned to
one I respect and trust, and I have that here,” he seeing “Sale” that they might feel reluctant to

comments.
shop in a store that doesn’t make the price savings

Violante has great admiration for another long- obvious.
time Lighting Expo veteran, Joe Randazzo, who Not to say that the Internet hasn’t been a help

has been with the showroom for 30 years. “He’s an to Lighting Expo. Violante notes that salespeople
expert at assessing the customer,” Violante says, will use the store’s Web site when working with

adding that he has learned a lot from him.
customers versus printed catalogs. “Customers are

It is the lighting knowledge and expertise that time-pressed nowadays. In the past, they might be
the Heyns feel distinguish their operation from
in here for hours and we could pull every catalog

o the shelf to help them select their lighting,” he
says. “Now, they come in already knowing [from
“I’ve always wanted to work for
shopping online] that they want an Antique Bronze

nish and they need a product in ve minutes.” someone I respect and trust, and
The salesperson can also create a Wish List for

each customer to bring home with them.
I have that here.”
The success of Lighting Expo lies in the balance

of helping customers in conjunction with the Inter-

net (in showing available nishes or models) and
being physically present in front of the customer

to answer all questions and go over detailed plans
or blueprints if needed.


50 enLIGHTenment Magazine | february 2017
www.enlightenmentmag.com