Page 41 - Lighting Magazine February 2020

upgraded homes. Instead, they started investing in transforming their current homes into their dream homes,” Danielson remarks. “As that trend continued, it really added value to their homes and we strengthened and expanded our outdoor offerings as this trend took hold and has grown.”
According to Danielson, the key to success- fully displaying exterior lighting is to show how layers of light can create a variety of customized atmospheres. Ferguson displays products by installation height and has found it helpful to in- clude extra add-ons like pizza ovens.
“Our displays are designed to grab customers’ attention, help inspire them, and bring their vision to life,” she notes. “We want to ensure that each customer finds the right products for their home to create the atmosphere that will allow them to fully enjoy their outdoor living.” Danielson adds that Ferguson showrooms find their inspiration from a wide range of online sources, as well as customers themselves. In fact, they annually host a “Best in Show” competition where customers can submit projects to be featured.
“The trends we are currently seeing blend
different types of organic materials like wood, rat-
tan, and textiles with metal finishes to help create
a seamless transition to the outdoor environ- display other outdoor
“The trends we are currently seeing blend different types of organic materials like wood, rattan, and textiles with metal finishes to help create a seamless transition to the outdoor environment.” —Caroline Danielson, Ferguson
ment,” Danielson explains. “Sales for outdoor and interior lighting follow a similar process to plumb- ing or appliances. Our product experts work very closely with customers, learning their lifestyles, tastes, needs, and wants. Then we match all of that up with the right products to create their dream spaces.”
Ferguson is involved with a large number of trade professionals from carpenters, electricians, painters, drywallers, landscape architects, and de- sign firms to highly trained and skilled contractors and electricians that specialize in outdoor and landscape projects.
“We value our relationships with contractors in the same way that we do our consumer cus- tomers,” Danielson notes. “For each project, it’s critical that the correct plumbing and electrical foundations are in place. Our associates work very closely with all parties to ensure we are providing the right materials and support for each job from start to finish.” 
living amenities for sale to complete the home- owners’ vision for their space.
Outward bound
February 2020 | enLIGHTenment Magazine 39
In addition to lighting, Ferguson showrooms