Page 140 - enLIGHTenment Magazine - January 2017

CREATING THE

HUMAN TO HUMAN

EXPERIENCE

The way people

buy things

has shi ed

dramatically,

which requires

a tsunami of

adjustments

for lighting

showrooms.

BY MARK OKUN

T

he most obvious result of these changes solidly on the downhill side of the “Late Majority”
has been the decrease of walk-in traf- segment of the “Technology Adoption Lifecycle”

c by clients who are in the discovery regarding our use of the smartphone and tablet.

phase of their buying journey. Many of Very soon, only the nal group of adopters –
the people who once walked into show-
known as the “Laggards” – will be le .

rooms – or any other retailers for that ma er – to With the increased access to information these
see new styles or nishes have started the discovery devices provide, we are still human beings, who

part of their purchase at home, typically on a mobile are, by nature, social creatures. However, in sales

device. And yes, think phone rst, then tablet/iPad.
the digital age has created a two-dimensional
While there is a diminishing group of custom- reality focused on transparency — and this has

ers who have not yet adapted to the digital world, resulted in an experience that is less than a hu-
that number is ge ing smaller. As a society, we are
man-to-human exchange with clients, and there is

138 enLIGHTenment Magazine | january 2017
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