Page 35 - enLIGHTenment Magazine - May 2016
P. 35
Carrie Arnold
Vice President at Phillips Lighting & Home, California
our previous print advertising — and it’s paid o as
we’ve discovered that a large portion of our custom-
ers visit our Web site before coming in.
wHat do you tHink Has been tHe key to
your success?
I enjoy the variety of what I get to do every day in
this business. The product is exciting; there’s always
something new to learn, such as new designs, new
technology, and new applications. That part is really
fun! I also enjoy working with my great team here
at the store, my folks, and with our customers. You
have to have a happy a itude, work hard, listen well,
and always be willing to learn something new — that’s
wHen you were growing up in your parents’ sHowroom, did what I think is key.
you know tHat you wanted a career in ligHting?
wHat is tHe best advice you received from R
Since my parents didn’t join my grandparents’ business until I was a se- E
nior in high school, I wasn’t involved as a kid; I just worked in the family your parents?
L
business a few summers when I came home from university in Oregon. I wouldn’t say my parents have given me much direct AI
As a student, I decided to try for a part-time job at a lighting showroom advice per se. I think they have been most encourag-
T
in the same city where I went to college — and ended up working there ing of me to try new ideas as I have slowly transitioned E
R
for six years! I really enjoyed the product and helping interior designers, into a more primary role. We have spent a lot of time
contractors, and customers design the lighting in their homes. Only a er together, both personally and professionally, and we |
Y
it became clear that I had an a nity for the lighting industry did my folks know each other so well. What I have gained from R
start recruiting me to join them, so I moved to Modesto to do just that in them is the culture of our company: Be kind, take A
1999. It’s hard to believe that was 17 years ago! There’s a joke in the lighting pride in your work, and treat others as you would like N
I
industry that once you’re in, you never get out.it may be true!
to be treated.
M
U
wHat are some of tHe biggest cHanges you’ve seen?
do you tHink How you sell to consumers L
There have been so many changes! The one that is foremost is the will be different in tHe future?
changing habits of customers due to the preponderance of e-commerce I don’t have any new plans at the moment that are
shopping. It can be a blessing and a curse. There is no doubt that e-com- totally new from what we’re already doing. We have
merce is our biggest competitor, and showrooms have to be sharp and our Web site, which also has a mobile platform, and
progressive to compete.
that serves us pre y well. We have already been
Maintaining a clean, well-organized and fun-to-shop store is a job that building our online presence regionally through our
never stops, but ge ing that customer in the door is the hardest part. Web site, Google Ad Words, retargeting, contextual
Consumers have less patience for order lead times since they can get so advertising, Facebook ads, and the like. We will con-
many things in two days from Amazon Prime! Thank goodness there are tinue to ne-tune our approach as we go along. We
still people who appreciate customer service and the ability to touch and have been working hard on making our showroom
feel products in person before purchasing them.
look great; changing out displays regularly, and clean-
On the ip side, one of the bene ts of the Internet – for example Web ing up the presentation. I’d love to gure out the best
sites like Houzz and Pinterest – is that people are educating themselves way to minimize inventory while maximizing sales. If
and pre-shopping before coming into the store. This can be a great op- anyone has the secret formula, let me know!
portunity for showrooms! Customers come in excited about something
they’ve “seen online” and want help creating that look. If we’re paying at-
tention, this is where we can really show o the breadth of our lighting and
product knowledge.
We have continued to increase our regional online presence; we want
people who are searching for lighting products online to know we are
here Our online marketin e orts have almost completely supplante
.
g
d
May 2016 | enLIGHTenment Magazine 33
