Key strategies that have helped keep the business on track in these challenging times.
Ashford, Kent (PRWEB UK) 1 March 2013
The domestic lighting market has changed beyond all recognition over the last ten years. The green agenda, global recession and the growth of cheap manufacturing in the Far-East have changed the ground rules, leaving consumers confused and concerned about the product choices open to them.
For the smart retailer, however, this has created an opportunity to differentiate by providing a wider choice, clear information and great customer service.
Robert Heritage, Marketing Manager at Superior Lighting, shares some of the key strategies that have helped keep the business on track in these challenging times. “There's no doubt that new technologies, manufacturing techniques and price pressure have led to a wider choice of light fittings and bulbs becoming available - often at incredible prices. We always believe in giving real choice to our customers and made a clear decision to also continue selling traditional products alongside the new.”
According to Robert, trust has become an increasingly important factor in the last few years. “Recession has meant that many consumers are driven to buy simply on price. However, a recent study by the Hong Kong Trade Council (Source: http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/Lighting-market-2013-lit-by-LED/rp/en/1/1X000000/1X09QDDK.htm) showed that 80% of people still placed values such as trust and integrity above cost when making a buying decision. 30 years experience in the domestic lighting business tells us that a well informed customer is a happy customer. That is why we have always given unbiased advice freely. In the mobile-digital age making that expertise available on-line through our website has been a key component to our ongoing success.
“Making it easy for our customers is essential too,” added Robert. “Keeping a close eye on market trends means we can help them understand the impact of, for example, changes in legislation or regulation. They regard us as their experts and place trust in our knowledge and abilities.”
Robert also recognises that first class after-sales service is vital to Superior Lighting’s success. “Our customers know they can get in touch with us at any time to get a resolution for any problems the experience. We are much more than a faceless website. Our customers know they can contact us easily and that’s why so many buy from us time and time again.”
Robert has one concluding piece of advice for retailers looking to succeed in the current economic climate. “Listen to your customers. Hear their wants, appreciate their concerns and understand their needs. There is too much conflicting information out there - make it simpler for them and be their friend!”
About Superior Lighting:
With over 30 years experience in the lighting trade, Superior Lighting has an in-depth knowledge of a huge range of products including bathroom ceiling lights, flush ceiling lights and domestic light fittings, backed by specialist advice on a wide range of lighting problems. Superior Lighting works with both domestic and commercial customers of all sizes. We aim to make the name of Superior Lighting synonymous with quality, personal service, style and choice.