Lee Lighting, Frisco, TX
By refusing to be complacent, Lee Lighting made it through the housing market crash and came out the other end better for the challenge. One of the new twists is an ample consumer ad budget, something not in place back when homebuilders accounted for 80 percent of the business. The store went from doing virtually no advertising to doing direct mail tabloids and postcards, TV commercials and billboards. It also emphasized social media. As Lee’s entry statement explains, ”Our goal
is to make sure customers became familiar with our brand and recognize us as the ’premier lighting showroom’ wherever we do business.”
To draw more people into the showroom, Lee added new product categories, including home décor and outdoor furniture. It is the store’s ”passion and commitment” for customers to have a visually pleasing shopping experience. A new Merchandising Manager is charged with creating beautiful focal points and vignettes that make the most of the showroom’s lighting, furnishings and accessories. Eye-popping window and floor banners greet customers at the front entrance and help direct them to the promotional items throughout the showroom.
In recent months, Lee has made improvements to its user-friendly website. Steering customers to its social ”markets” not only drives sales, it also builds community. Lee management believes the showroom’s online presence also provides another tier of product education and customer support. Lee uses Facebook and Twitter as a tool to educate customers about lighting, lighting hardware, lighting installation and lighting design. Links on the site direct users to lighting information and how-to’s, the latest information on government standards and more. E-books created by Lee staffers, offered free of charge, are another way of building and educating the community base.