Showroom of the Year Finalist: Hortons Home Lighting
May 27, 2010 - 8:43am

Finalist, Revenue Under $5 Million
Hortons Home Lighting
LaGrange, IL

When customers leave the store feeling wonder, amazement and delight, Hortons Home Lighting staff members celebrate. Going beyond the expected with enthusiasm and flair makes the 32,000-square-foot showroom a place you can really love.

Relationships truly define this store. Customers, staff, reps, vendors and other VIPs are the lifeblood of its business. The company’s own H Foundation provides a focal point for all. The organization was founded to raise money for cancer research. Since 2001, the annual Goombay Bash has been the foundation’s major fundraising event, and it is generously supported by industry partners. In just nine years, the group has raised more than $3 million for the Robert H. Lurie Comprehensive Cancer Center of Northwestern University.

Another way of building strong community relationships is the Hortons Preferred Customer Program. More than 12 years strong, the program awards gift certificates to encourage repeat business. By capturing contact information, the program also provides a cost-efficient way to communicate with customers and track their whereabouts. That side of the program revealed that customers were driving far distances to shop the south suburban Chicago store. Two new locations in Orland Park, IL, and the city’s Lincoln Park neighborhood resulted from this finding. Gathering tens of thousands of names seems like a big job, but today nearly 60 percent of monthly sales comes from people enrolled in the store’s Preferred Customer Program.

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