Northwest Lighting and Accents, Mount Prospect, IL
While most lighting showrooms worth their salt want to sell retail, commercial and trade customers, Northwest Lighting and Accents approaches these segments by analyzing and addressing the needs of each customer type.
The affiliate program, as one example, caters to interior designers, architects and builders. Benefits of taking part in the program include referral benefits and a personal login to the company website, where the professional can keep track of pricing and invoices. The program offers the use of a professionally designed office stocked with the latest lighting catalogs, a computer and telephone.
Going the extra mile seems to come naturally to Northwest Lighting and Accents, which has been in business for 13 lucky years. The two-story, 16,000-square-foot showroom has ample space to display a wide array of lighting, fans and accessories in a variety of styles and price points. Organized in sections by style and finish, the showroom is designed to make lighting selection easy.
In the past year, Northwest Lighting has focused on enhancing the customer service aspect of its business. The goal is to create the best possible experience for every customer, from the time he or she walks through the door to well after the project is complete. Feedback from online reviews, particularly any negative comments, was taken into account.
Customers said they were not being greeted fast enough, so a reception desk was positioned at the front entrance and staffed by customer service personnel who welcome and direct customers. A seating area furnished with designs customers can purchase turn the two-story entry into a cozy spot lighted by foyer fixtures. During busy hours, hand-held pagers let customers know when a salesperson is available. This has encouraged more browsing, which in turn has translated into more sales. The reception desk is now used for retail customer pick-ups rather than being the contractor counter. The pagers come in handy here, too, and are used to let people know their order is ready as they peruse the showroom.