In a season of canceled and postponed markets because of COVID-19, lighting producers have needed to modify their methods of the way to get their merchandise — each new and current — in entrance of patrons’ eyes.
What would have been proven in bodily showrooms has now gone digital, as some corporations have turned to digital product launches and excursions. They additionally attempt to assist their retail companions by this disaster with particular packages — and sheltering-in-place customers with extra design-savvy choices.
In mild of the canceled Lightovation, usually scheduled for this month (see our Lightovation Q&A with DMC’s Cindy Morris here), a number of corporations launched new collections on-line. Hinkley, for instance, produced its first-ever digital product launch, referred to as the Summer Edition. Having debuted on June 1, the Summer Edition is featured on its web site and enhanced by digital catalogs, product property, gross sales instruments and a coordinated advertising marketing campaign.
Fine Art Lamps additionally launched new merchandise on June 1, together with its Elevate assortment of suspended American studio glass components, in addition to refreshed 4 of its current collections with clear silver and gold leaf finishes together with a extra interactive web site.
Fine Art Lamps has additionally just about opened its Miami services up, providing retailers dwell Zoom excursions of its manufacturing processes and American studio glass.
Kalco and Allegri deliberate to launch their new merchandise at a digital occasion on June 24. In addition, they’ve been holding an internet design fashion collection for retailers; one centered on the fashionable farmhouse development final month, and Art Deco is deliberate for an additional webinar this month.
Hudson Valley Lighting Group can be doing digital launches for retailers, stated Ben Marshall, artistic director.
In addition, Surya hosted its first digital product launch this spring, utilizing an interactive e-catalog, video gallery and digital product walk-throughs. The launch featured important expansions to lighting in addition to different classes, together with 85 new rug collections.
Besides product, corporations centered on their retail relationships as nicely. Hinkley initiated its HinkleyCares marketing campaign, which included biweekly communications to showrooms that includes such matters as the way to file for presidency packages and schooling alternatives, stated Jim Decker, government vice chairman, gross sales and advertising. “We also instituted new programs that enabled showrooms to provide direct-to-consumer shipments at minimal costs.”
Crystorama was set to faucet into the pure supplies development this yr, an space it touched on in January. However, with the disaster the corporate determined to focus its efforts as a substitute on supporting its retailers and reps nevertheless it will probably, and launch new merchandise subsequent January as a substitute, stated Ryan Ranzino, vice chairman of gross sales, Crystorama. That included briefly providing their retail companions free delivery for small parcels.
Currey & Co. and its reps have been utilizing the non-public contact as nicely, reaching out to its retail companions in all the standard methods—e mail, junk mail, social media and extra. “A simple phone call or FaceTime keeps us in touch with the needs of our customers,” stated Bethanne Matari, pr maven. Once Currey is ready to replace the merchandise in its showrooms, Currey will conduct video excursions as nicely.
“Connecting with our customers effectively has never been more important,” stated Satya Tiwari, president, Surya. “Right now we are focusing on how we can help set our customers up for long term success.” That contains conducting digital conferences with clients to supply concepts, assets, product displays and different instruments, in addition to instructional webinars.
Kichler Lighting’s web site options new info for customers with a set of ideas, guides and inspiration. This contains an interactive strategy to permit customers to pick rooms and moods, and see how the lighting is adjusted accordingly. For its retail companions, it’s releasing coaching info weekly.
Meanwhile, Arteriors has reopened its largest location, within the Dallas Design District, now newly merchandised to showcase its 2020 assortment, which might have been displayed at April’s High Point Market, had it not been canceled.
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