The interior design channel is growing, but lighting showrooms often fail to court designers and are therefore leaving money on the table, according to one lighting expert.
Designers offer a unique opportunity to lighting showrooms in multiple ways, said Tim Stumm, creative director for Z-Lite. Stumm was the moderator of the panel “Working with designers to grow your showroom business” during the American Lighting Association’s virtual symposium this month.
First, showrooms should join and participate in such associations as the ASID, IDS and Design Guild, Stumm told Home Accents Today ahead of his panel. Then they can offer up their spaces to host association events, for example, or provide designers a conference room or area to meet with clients. Clients who then have great experiences in the showrooms through their designers will tell their friends. “The best way that you build a business is by word by mouth.”
Designers also need lighting for showhouses and other events, so lighting showrooms can engage in that way as well, Stumm added. It’s all “brand awareness for the showroom.”
Designers bring such energy, he said. “Why would you not want that in there?”
Designers can also help keep showrooms on top of trends,