lessons learned in lighting showrooms - energy.gov · lighting showrooms . mary ann kelly ....
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Lessons Learned in Lighting Showrooms
Mary Ann Kelly
Platinum Lighting Concepts, Inc.
Cranberry Twp., PA 16066
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Basically 4 Customer Types
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The Educated Customer
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They have done research
They know what they want
They need our guidance to make it happen
Money is no object
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The Customer that THINKS they are
educated
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The DIY crowd educated by the Internet though they can never tell you where
They insist that a product will perform a certain way, even though they see it on display in our showroom
They buy and realize on install their expectation has not been met in terms of color, dimming, or brightness OR they leave and go to the big box store
They return the product and afraid to make another mistake, revert to old technology
This customer is better suited for the big box store
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The customer who WANTS to be
educated
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Happy to be educated by showroom staff and listen to recommendations
Limited to undercab, accent, landscape, and retrofit lamp categories
Willing to be reasonable with expectations
Don't mind increased price for increased benefits
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The customer who does NOT want to be educated
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Is skeptical of the education offered
Asks very few questions except "Why are they taking away my light bulbs?"
Does NOT like change
If I can get this customer to try an Eco-halogen lamp, I have been successful
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Changing Customer Behavior
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Customers willingness to change varies greatly
Find their pain, this where change makes sense to them
Retrofit LED lamps are an easy change
LED fixtures Not so much
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The Future of LED Lighting
It has to be an easy change for the customer
Low wattage and higher lumen output
Price needs to come down
Issues with color, dimming, brightness needs industry standards established
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Lighting and Wellness Lighting for the elderly
Lighting for hospitals and nursing homes
Lighting in schools
Lighting in our homes
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Thank you so much!