Norburn Lighting, Burnaby, BC
“Every channel matters in the new retail landscape. And while a multi-channel approach is certainly more complex, if done strategically, it pays off.” That perspective, taken from Norburn Lighting’s Showroom of the Year entry statement, provides great insight into the company’s long-standing success. In business for more than 40 years, Norburn has worked hard to keep in step with today’s sophisticated customer, a shopper who has more choices for where to buy lighting than ever before. “In the past, it was price, quality and speed; choose any two,” the entry statement reads. “Today a company that can’t deliver on all three is dead in the water.”
So Norburn uses strategic analytics, social media, CRM lead generation, result-oriented SEO and other facets of a 21st Century operation to build sales and profits. A thoughtful marketing program runs the gamut from informative advertorials in key publications to e-mail blasts to a blog on the company website. Targeting specific products and categories, the popular blog posts are crafted to include keywords that improve the company’s ranking in Google and other search engines. Norburn has found that creative, low-cost contests with gift card prizes help to grow its social media audience on Facebook, Twitter and LinkedIn.
Modern techniques aside, quality customer service is still the main ingredient in the company’s recipe for success.
”Recruit for attitude, train for skill” is a philosophy that has served Norburn well. To properly service a market of great cultural diversity — more than one third of Vancouver’s population was born outside Canada — the staff can converse in a total of 10 languages, from Mandarin to Farsi. Everyone on the customer service staff has earned, at the minimum, ALA Lighting Specialist credentials. In addition, Norburn has a robust, industry-leading training program and pays for any outside course that will benefit the company and staff member. Marketing Director Norm Brown was even recognized by the ALA as a Pillar of the Industry for his dedication to continued education and training.