Page 72 - enLIGHTenment Magazine - May 2016

on the Mark

“When it comes to

successful showroom,

vendor, and rep agency

relationships, it’s not a case

of us versus them. That

mentality will surely doom

this channel to failure.”

The plan must go beyond the use of co-op hurdle they need to overcome for supply chain

money for advertising. Moving forward, this part- collaboration.”
nership must be more intimate, and these allies When it comes to successful showroom, vendor,

need to be nimble and exible to take advantage and rep agency relationships, it’s not a case of us
of the market’s and showroom’s current state.
versus them. That mentality will surely doom this

The objectives required for success will vary channel to failure. Instead, foster the mindset that

from company to company, vendor to vendor, and it takes three to tango, and each partner needs to
rep agency to rep agency. Those objectives will know their own steps. Plan together how each of

also be in uenced by the size of the role in the them impacts their partners to maximize their ef-
group each one plays.
forts to achieve synchronicity. The process begins

Small to medium-size showrooms, agencies, with a high level of trust among all the members,

and suppliers may be hindered to adopt such a each assured the other is working towards the
program because one group does not have the same shared goals.

expertise, skills, or the sta size to support the de-
velopment they need to continue to gain market eDucatIon & DIsPlay

share. Not only does this synergy make it possible, Because lighting technology and designs are

but this strategy positions these distinct associ- constantly in motion, the way showrooms demon-
ates to take advantage of the opportunity to build strate and display these advancements must also

strong alliances and dominate a marketplace.
be on the move. One way to drive the experience
and build brand is the partnership approach, of-

co-IMProveMent strateGIes
fering educational opportunities for sta , clients,

Improvements and change are not exclusive to and consumers. These workshops don’t have to be
showrooms alone; vendors and rep agencies also diploma-achieving events, but they should have a

feel the pressure. A series of companies com- degree of acknowledgment for the participants.
prised of various groups polled for the benchmark For instance, there is still a wide swath of con-

study: 2016 State of the Retailer-Vendor Sup- sumers who do not understand LED as a light

ply Chain Relationships had similar responses. source. This is a ripe topic for an in-store work-
Each ranked the other potential participant as shop! From lamps to wireless dimming systems,

having a “lack of knowledge and skill in collabo- any new products or technical advancements are
ration among their partners as the biggest single
all subjects to build “Consumer Ed” programs.

70 enLIGHTenment Magazine | May 2016
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