Timberlake Lighting, Charlottesville, VA
By living up to its credo of offering distinctive and unique lighting for every style and budget, Timberlake Lighting has become the “go-to” lighting showroom in historic Charlottesville and beyond. When someone walks into the 3,500-square-foot showroom, the first thing that comes into view is a unique array of lighting that includes designs not available anywhere else in the local area. The goal is to give the customer a pleasant experience from start to finish, and thoughtful merchandising is just one way the showroom delivers on that promise. “We are not trying to pack as many fixtures as we possibly can into the space,” according to the company’s entry statement.
“We find that too many fixtures right up against each other can be distracting, confusing and can overwhelm the customer.”
Giving residential and commercial clients the best possible service is another way Timberlake stands out; employees go to great lengths to satisfy customers. To compete with online lighting sellers more effectively, the company refined some of its retail policies. Timberlake now offers free shipping and doesn’t charge a re-stocking fee for returned merchandise. That’s a risk for a small company to take, but reflects management’s confidence in employees’ ability to help customers choose the right fixture. In fact, there are very few returns — and many satisfied customers.
Timberlake recently updated its showroom, adding an area outside the building that captures landscape lighting’s magic. The area helps sell product around the clock, as it can be seen anytime customers drive by the showroom.
Relatively new to the Charlottesville market, Timberlake has used a variety of marketing methods to establish its brand. The company’s appealing logo incorporates yellow and black Labrador retrievers (one holding a lantern in its mouth); it’s meant to reflect the showroom’s friendly, welcoming personality. Real Labs appear in a 30-second television spot that has gone a long way to raise public awareness. The canines will soon be starring in a TV commercial now in production featuring Timberlake’s new landscape area.