Dulles Electric Supply, Sterling, VA
Dulles Electric Supply is the Mid-Atlantic’s largest lighting showroom with five featured galleries: Schonbek, Swarovski, Hubbardton Forge, Fine Art Lamps and Visual Comfort & Co., the only one in the Washington, D.C., area. The 12,000-square-foot showroom is state-of-the-art.
An ”Experience Center” features a whole-house dimming system and real-life lighting applications. It also features a full lighting lab demonstrating recessed lights. In September 2013, Dulles Electric launched a new, more ”SEO-friendly” website, a move that is part of a major campaign to increase the company’s online presence. Customers can now shop online, learn about promotions, check out lighting tips on the blog and more.
Customers can connect with Dulles using their favorite social media platforms. In addition to Facebook and Twitter, Dulles is now on LinkedIn, Houzz, Pinterest and Google+. The showroom also beefed up e-mail marketing by investing in Vocus marketing automation software. The software helps the company to better organize its online efforts, content creation and tracking. Vocus software is also used to produce custom Facebook apps, press releases, landing pages for events and sales, and monthly e-mail newsletters. In the works is a downloadable home lighting guide that will also help boost lead generation.
Improvements are also underway in the showroom. All salespeople are being equipped with iPads so they can collect customer information easily, as well as having catalogs and other information literally at their fingertips. Educational events co-sponsored by vendors have been a great way to build relations with customers and more are planned. Dulles Electric Supply has worked hard to be the best, and those efforts were rewarded this year when the showroom was given the Designers’ Choice Award for ”Favorite Lighting Dealer” from Home & Design magazine.