Page 95 - Lighting Magazine June 2018

way to compete against that is with service.
“We have to anticipate what the informed con- sumer expects in a luxury market and exceed those expectations with our level of service,” Schranz advises. “Companies that adapt quicker and meet customer demands will outperform their competi- tors. The ability to adapt to customer expectations in an information- uid environment is a challenge for both retailers and the manufacturers who help them ful ll their commitments. Vendor partners who understand customers – and have the agility to help meet market demands – can earn the loyalty
of strong retailers.”
Schranz adds that agility and excellent customer
service aren’t enough without a variegated sales approach. “At Lightology, we strive to provide best- in-class service to our customers through several sales channels.” The company o ers in-store expe- riences and design consultations, online shopping, phone consultations, and live chat. “Lighting can be very technical and complex to many buyers. We want our customers to think of us as their go-to re- source. Lighting shapes daily experiences at home or at the o ce, and we understand how much these decisions ma er to our customers. With our experience and expertise, we are here to guide them during the buying process. I think that’s what makes us di erent.”
According to Schranz, Lightology is constantly scouting domestic and international markets for new designs, brands, and technologies to o er. “Technological advances in LEDs like tunable white and warm-dim let us o er and build more comfort- able living environments through be er lighting. Between this and the growing smart-home move- ment, we see tremendous growth potential in our industry ahead,” he notes.
Through its showroom in downtown Chicago and dynamic ecommerce site, Lightology sells 500+ brands to the retail and trade market. “Our show- room has been known as a pioneering retailer,” Schranz says. “It’s a destination store that not only draws foot tra c from a local market, but also brings in customers from out-of-state and abroad. Once we identify a potential customer, it’s our job to retain and remarket to them.”
Lightology engages in targeted marketing ef- forts that identify browsing and buying pa erns, and then cra s targeted digital marketing cam- paigns relevant to the interests and activities of customers. “For example, if someone lives in our
surrounding states and is a repeat customer, we ne-tune their messaging. We invite them to visit our showroom and see our latest displays relevant to their buying habits on their next trip to Chicago,” he explains. The philosophy is to create a seamless omni-channel experience for customers, whether they walk through the doors of the showroom or use the website.
On branding for the showroom and website, Schranz relies on se ing and maintaining standards at every operational level. “We want to ensure that all of our customers have the same high-quality ex- perience through any sales channel,” he comments. “We keep our platforms consistent with all in-store product information – including specs – feeding from the website. The showroom is highly curated, but represents less than 1 percent of the products we have access to. Our database is synced to in- clude the showroom and website, and the millions of products that we have access to sell. We must make sure that what we show online and in-store is integrated and representative of our brand.”
Not only does Lightology have an in-house marketing team, but it engages niche third parties to develop diverse digital marketing approaches. This way they can leverage a variety of available tools and technologies to reach its target markets. Schranz uses his experience to determine the most e ective marketing method for each customer base. He also looks ahead at evolving marketing trends to determine new investments the company should consider.
Retail Strategy
June 2018 | enLIGHTenment Magazine 93
“The ability to adapt to customer expectations in an information- uid environment is a challenge for both retailers and the manufacturers who help them ful ll their commitments.”
— Steven Schranz, Lightology