BOCA RATON, FL
One of the most established lighting showroom companies, 88-year-old Capitol Lighting is also one of the most modern marketers around. A “bricks and clicks” business model has been a success for the family-owned firm, now in its fourth generation. More than 500,000 items are sold online, and another 3,000 are available in eight showrooms in Florida and New Jersey.
Known for having hard-to-find lighting fixtures, the showrooms feature creative displays that tell a story within each fixture family. In-store kiosks create a “virtual showroom within a showroom” experience with powerful search features including product and price comparisons.
Yet some things never change. Rather than make that one-time sale, the ultimate goal for salespeople is to form a relationship with a customer. Today, that oftentimes happens through social media, and sales staff training on that topic is now in place.