{"id":2642,"date":"2026-01-26T22:45:26","date_gmt":"2026-01-26T22:45:26","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=2642"},"modified":"2026-01-27T02:37:34","modified_gmt":"2026-01-27T02:37:34","slug":"one-way-to-price-match-proof-your-showroom","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=2642","title":{"rendered":"One Way to Price Match-Proof Your Showroom"},"content":{"rendered":"\n

You can\u2019t stop online shopping and price comparisons from happening, but there are ways to curtail them from impacting every sale. \u00a0<\/strong><\/p>\n\n\n\n

When customers come into a lighting showroom and find fixtures and lamps they like and want to buy, that\u2019s only half the battle in today\u2019s marketplace. Very often they hesitate when it\u2019s time to close the sale and say, \u201cLet me go home and think about it\u201d (translation: \u201cI\u2019m going to search online to find a better price\u201d) and you never see them again. Or they return a few days later with a screenshot printed out showing a ridiculously low price online and ask you to match it. Neither scenario is good for a showroom\u2019s business.<\/p>\n\n\n\n

 At Lightovation this month, Robert Marash of Innovations Lighting explained how he is trying to help showrooms overcome this problem. One of the hallmarks of his company since its inception in 2014 is customization. When customers are essentially  building their own fixtures by selecting the glass shades from among many options, choosing the type and color of cords plus the size and configuration of the canopies, there is no easy way for them to search for an exact match online. They also feel more \u201cinvested\u201d in the design since they are selecting each component themselves to create a fixture that their friends and neighbors cannot find online or buy off the shelf.<\/p>\n\n\n\n

But that\u2019s only the start of the solution for lighting showrooms. Customization takes time and knowledge \u2014 and for new or inexperienced salespeople, the procedure can feel too complicated, time-consuming, and perhaps a bit outside of their comfort zone. Therefore, they don\u2019t attempt to show customers that option. Instead, they steer them toward complete fixtures (sold as shown with a choice of finish and size) and hope the customers can make a quick buying decision right then and there.<\/p>\n\n\n\n

Recognizing this stumbling block, Marash directed his team to streamline the process by creating a convenient display for showrooms that is compact, attractive, and easy to understand.<\/p>\n\n\n\n

\"\"
Innovations Lighting’s compact display \u2013 plus its upcoming learning program \u2013 makes it easy for consumers to create custom fixtures that can\u2019t be shopped online. <\/em><\/figcaption><\/figure>\n\n\n\n

Since its debut, that merchandiser has become a useful tool for showroom salespeople. However, at the January edition of Lightovation this month, Innovations expanded its toolbox by unveiling a new Innnovations Learning University program to help salespeople feel more comfortable and confident in selling the company\u2019s customizable fixtures.   <\/p>\n\n\n\n

Creating the educational program was Jeff Goldfarb, who retired last summer from his six-year tenure as the company\u2019s national sales manager, but he jumped at the chance to help Marash with this special project. Goldfarb adapted his experience in conducting product knowledge sessions into a series of online video learning modules that break down the knowledge process into easily digestible steps (complete with quizzes to ensure comprehension).  <\/p>\n\n\n\n

\u201cThe goal was to train sales associates in a consistent manner,\u201d Goldfarb explained.<\/p>\n\n\n\n

Since the course is meted out over a series of video modules that can be watched online at each salesperson\u2019s pace, there is a greater likelihood of viewers retaining the knowledge shared in each module topic.<\/p>\n\n\n\n

According to Goldfarb, the owners of multiple stores who visited the Innovations showroom at Lightovation immediately understood the benefits. \u201cThis is a time-saver for them,\u201d he said, noting their challenge of making time for product training in each showroom. Stores with several locations have more occurrences of new employees joining those businesses or switching departments (i.e. plumbing to lighting), which means a greater need for training.<\/p>\n\n\n\n

There is a certification component to the Innovations Learning University program, but full details have not been released yet. The Learning University will launch in approximately one month. There are plans to create a similar version for reps that will \u201ctake the rep out of the role of training so they can free up their time and focus on management,\u201d Goldfarb said.<\/p>\n\n\n\n

\"\"
Innovations Lighting\u2019s glass shade display offers inspiration for showrooms to create something similar to easily showcase the multitude of options.<\/em><\/figcaption><\/figure>\n\n\n\n

Offering customization of some products is just one tool that showrooms can use to differentiate themselves and reduce the occurrence of online price wars. There are other lighting companies \u2013 particularly domestic manufacturers \u2013 who offer the ability to mix and match features to provide \u201ccustom\u201d looks that aren\u2019t as easily shopped online. There are also other tools that can help. For example, Lighting One offers its showroom membership a private label line of lighting fixtures that by its nature hinders the practice of online price shopping.<\/p>\n\n\n\n

Does your showroom have a successful method for reducing the ability of consumers to conduct price comparisons? Tell me all about it at linda@homenewsnow.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

You can\u2019t stop online shopping and price comparisons from happening, but there are ways to curtail them from impacting every sale. \u00a0 When customers come into a lighting showroom and find fixtures and lamps they like and want to buy, that\u2019s only half the battle in today\u2019s marketplace. Very often they hesitate when it\u2019s time…<\/p>\n","protected":false},"author":2,"featured_media":2646,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":416,"footnotes":""},"categories":[11,391],"tags":[239,41,811,810],"class_list":["post-2642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","tag-innovations-lighting","tag-lightovation","tag-online-shopping","tag-price-match"],"yoast_head":"\nOne Way to Price Match-Proof Your Showroom - Lighting News Now<\/title>\n<meta name=\"description\" content=\"Here is one way to price match-proof your showroom when consumers do price comparisons online for fixtures you carry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=2642\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"One Way to Price Match-Proof Your Showroom - 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