Articles

If there’s one thing that separates better lighting showrooms from big-box stores, it’s the availability of lighting designers who can give advice. Because of this key difference, owners of lighting showrooms say it’s... read more
Residential Lighting: How can lighting showrooms best serve interior designers? Linda Truckenmiller: Five areas are important: sales materials, education, customer service, products and the sales staff. Sales material is the... read more
Residential Lighting: What makes for good visual merchandising? Paul Thompson: A vision. An understanding of what you want to be. Are you all things to everybody, or do you carry only certain items? Do you have expertise in... read more
For four years, Annapolis Lighting Co. President Preston Clark and his wife, Carlotta, have been deliberating the knotty process of turning over their four-store lighting showroom business in Annapolis, MD, to their... read more
Residential Lighting: Why are loyalty programs important? Malcolm Fowler: They allow lighting showrooms to gather data about their customers. In the enrollment phase, you collect demographic and preferential data. And in a... read more
Good retailing is about turning inventory quickly. But merchandising dollars often get tied up stocking slow products and funding customer returns. Never let a sleeping “dog” lie in this business. Speaker, author and home... read more
Residential Lighting: Why is public relations so important?Bill Stoller: One mystery about public relations is the difference between it and advertising. In advertising, you write the copy, select when and where it’s going... read more
The quickened pace of fashion trends and technological innovations demands the kind of commitment to continuing education that an industry outsider might more typically associate with the legal or medical professions. Not... read more
Residential Lighting: What is "cultural planning" all about? Larry Samuel: Fortune 500 companies and their ad agencies typically do lots of quantitative and qualitative research, so I bring them a different... read more
Residential Lighting: Explain the new science regarding the human eye. George C. Brainard: Light is the primary stimulus to the visual system. That’s been well-studied for hundreds of years. What’s new in the... read more
Residential Lighting: How important is proper illumination to an overall design? Clodagh: We talk about the lighting as we go through a design; it’s not brought in afterwards. Lighting is the fire in feng shui. If... read more
Residential Lighting: What role do retail Web sites now play? Rick Segel: There’s a new phenomenon taking place: First Shop Elimination. Before people go to stores, they check a bunch of Web sites, print what... read more
Residential Lighting: What makes brand-building difficult for small stores? Larry Mersereau: They think branding is for IBM. They don’t think a little business can do it. Also, messages have to be reinforced and... read more
Residential Lighting: What are the basics for photographing retail space filled with lighting? Ken Rice: During the day, use daylight film or set the white balance on a digital camera to around 5,300K. Use strobes to... read more
Residential Lighting: What’s your forecast for 2007? Martin Regalia: We’re looking at 2.5 percent growth—or maybe a tad better—in the first half of 2007, and closer to 3 percent growth in the second... read more
Residential Lighting: How would you characterize the current job market? Nancy Ahlrichs: Employers are frustrated with the quality and quantity of people applying and tend to think jobs are not glamorous enough to attract... read more
Energy-efficient lighting at Lighting Design by Light Bulbs Plus, Rancho Cordova, CA. Quite the hot topic these days, energy-efficient lighting continues to shed its persona as a troublesome seller. While legislative... read more
Residential Lighting: You describe landscape lighting as painting with light. Why? Nate Mullen: My philosophy is that designing outdoor lighting is very much like painting a portrait. The painter isn't concerned about how... read more
We asked three Lighting Showroom of the Year nominees for January’s 17th Annual ARTS Awards to tell us into which accessories categories they’ve expanded and how well they’ve managed to weave them into their existing product... read more
Residential Lighting: What’s the formula for success with events? Melissa Haberstroh: Start with a small-scale event—a visit by an author, artist or designer. Let’s say you are fortunate enough to get Bob Mackie to introduce... read more

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