Illuminations by Design, Littleton, CO
”Typical” is not an adjective one would use to describe Illuminations by Design, a 6,000-square-foot showroom with a 4,000-square-foot warehouse that’s been in business for nearly 10 years. Located away from major shopping areas, the showroom is a destination store. It’s also one of the few lighting retailers with a beagle on staff. His name is Sparky, a charming little fellow who sits by happily as customers sip their freshly brewed Starbucks coffee and work out lighting solutions with the experts.
Less than 5 percent of Illuminations by Design’s total sales come from stock goods. Since the majority of items sold are custom-ordered, a substantial amount of effort is required to source designs and communicate with customers to ensure they will get exactly what they want.
Over the past six months, the showroom has undergone extensive renovation. Some of the space was transformed into a showroom presentation designed to feel like an art gallery. The new space features just 25 fixtures surrounded by a stark white background. Each is chosen to represent the best products introduced at the Dallas Market. The presentation encourages shoppers to stop and look at each design. It’s just another way the showroom creates a positive experience for its customers.
Serving customers is something Illuminations by Design is known for. The salespeople are not paid a commission, which prevents a “my customer” mentality and builds team spirit. No one leaves the showroom feeling like they were being “upsold” just to help a salesperson make more money. Furthermore, it is company policy that all sales associates truly listen to what the customer is saying. Over the years, the company has earned a reputation for in-depth lighting expertise and a willingness to take on projects no other competitor wants to do. The staff will jump through hoops to make a customer happy, even if it is someone who just wants a single piece of glass or a small spare part. That attitude has earned the company many loyal customers, who eagerly tell their friends about their positive experiences.